England & wales cricket board

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Edition 8 Using market research to improve consumer focus

This market research case study looks at how the England and Wales Cricket Board (ECB) recently undertook a substantial piece of market research. The ECB’s aim was to research how to increase audiences at cricket matches, stimulate interest in cricket in general and encourage more people to play the game.

  1. Introduction
  2. The England & Wales Cricket Board
  3. Market research
  4. Market research methods
  5. Meeting consumer needs
  6. The 20-over game
  7. Conclusion