Using market research to improve consumer focus
An England & Wales Cricket Board case study

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Page 2: The England & Wales Cricket Board

Since its formation in 1998, the England and Wales Cricket Board has looked to create a framework in which cricket can succeed at all levels. This has involved establishing a clear vision of the direction in which the game should move. All levels of cricket were considered, from the grass roots in playgrounds and parks to the international Test arena. The ECB's vision for cricket is:

"to ensure that England becomes and remains the most successful and respected cricket nation in the world and to encourage the widest possible participation and interest in the game throughout England and Wales."

To have any hope of success, a vision must be supported by:

  • tangible business objectives
  • an Action Plan designed to achieve these objectives.

The ECB initially published Raising the Standard before launching the National Strategy for Cricket called A Cricketing Future for All in 2001, which provides a comprehensive framework for taking the game forward.

England & Wales Cricket Board | Using market research to improve consumer focus