Uy atom anr=\a sci camaral( Introduction Crgeistons that cpr nthe busines to craumer 2 cat as ineeasry tring to market research o une hair Geoson raking proosses Arial buenas, for aoe, Tight ing new sores, exparcing erations, ropes to chery ts proce ange or tink sbout cg zrother company. Belo posse, the bushes wl agize spectc Fiematicnto underand he imsatons of making sich ange. The press of olecting this nortan deovolping tis undestancing i nouns mate research THis case std focuses cn aw JD ot of LO) the leading rete tshcrabe spars and liao ear, uses market esearch ic support and cove is buses fs 8 B2C etal, Ds paemarce depends on pring he ‘ret erable brands anc peduets ane grt pe anche “eptlocatone to meet wih te cance ofthe caneure sts Faction ounded n 198 in Mosley near Marchese JD tea is 2 national ecogriced UK high avet fas. Fr 20 year te busress apandedtivagh ageric grath, meating thet we gprs by tang sans rovers rougnincoasre ts v0 Dias epanded ore rep nec years hough sccpistins (perc owt, siricanty nerosing ts JO store ‘ate tha the purchase o Fist Spor 2002) and Atsprts (O06). Treugh tapaechace of Seats 200), Se OT] an ‘most recent, Blacks (2012), thas ried the buses to eye The Group has soo made rtstiona acquistions nang Crauepar France Champion Spat rand ard Spor (Spar) ast has expanded isbusines versoes THE TIMES 100 BUSINESS CASE STUDIES h to support decision making The gaup has abo secur brands such as Th Dut of ‘tage, ergo Tacc under Lx ioerce ance nen ‘brad Chil Pepper, Nery Sate ard Somat The D Spars ashion Group row has ovr GOD stros across the UK ed rope ae a rpuation fo sccking excuse and ssh argos What is markot research? The echange beeen sls (spi and burs (dean for parti ode soon cat aman Aart cre rt recesanly eit ia sng ccaton, rr need a rel boston — rods can be bough and ol rin, Martats change coretant snd busnascos read io have 3 coat encarezreang of on he suply an dean. Te pera le of mat escarole, to provide abuses wih a compahensie vow af corsurersin ada to develop posts nd sve that ati ts needs tet han he compton ‘iso, gen the erased complody of he buses cower itis rolrgorersugh to make kay ction zing 2g ea sppecch sone Deion reed to te iforad are mat reseath habs tc support fis proces, snot rec the lt of ran sk atactad win meters aecsions.Maret eseurch nil th capture arc analysis cf consure, competitor anc marke rend data. Tis enables JD to assess more accurately the lee of demend forts products. also intuenose decisore to target capital veciment cn projects that ‘wil oer the best tan on that investment, such as opening & ew sore or anterng anew markt. ‘ohare this delogie wih the consumer to gin night ino whet ‘hey Sink about isang of products, bande ard sonicos This erates the buses to mest ts demande and ape the compotion hips the busines Gevslop a cr and fred stato business Han which al business cleagues can wat ‘onards fing. Fer exanel, is riomation can cate a wiring martin rit target promotions to rech feet custorar (goups cr iniusnce decison cn range pling nna sire Fosearch can also provide rfortion about the size and prlorrance of markets. It can inform a business about who the kay competitors are, what they are doing, and ther markt share Potential reas of oppcrturity within an rtamsicral, nstionl and local conte can iso be dertied. By using toos suchas an ‘Arwos matrix io assess the levels of risk, JD can then decide ‘arich marking arategns to fous on. These ae: ‘market panetration - wiring restr mare share in its ising markets 1+ market development enteing new counties or naw rata + proatct ceveoprmant -scqurng or davelogng naw products or brs 1 chersfcaton tang the busngaa n= completly now rection. Mana penctor | Praicteewopret Primary market research Thare sr pincpaly two typos of markt resaarch - primary and secondary. Pimary research is somtimes known as fl research Tis is because thes gathareg data through raw reosarch. Tis data can be colacted in eter quantaive or slave fora. Quarttsive research i pumericaly based and cbisins the hard umber rom which dessins can bs mae-uth eanfsance, Examples of qutttive mat resatch at JD ince: (Bat eve — card aut face face wih consumers as hey leave the sire Tiss simple anv covering a cross-section cf stores to gather the views of consumers in cent ocsions sd regions AD the pupose othe suey is crime to Understand fe reasons fort, fequency of ei/puchase and reasons forand agaist purchase, 1+ The “shopping bag’ survey — he JO research sam mortars “what carrer bags custo antng JD sores ae caning. This hep idanty what cher stores JD customers use arc ara sponding meney/n.& proves compatir insight are an ices “utioh rete tact a sma customer profs to JD, 2 variable “tt can rfuercethelooation of naw JD ste coer. + Onto fate - JD's decoated Sta Ressarch team avast Signfcart ime resaurching new locations. This iwohes Gefning the exert of aloeation's cachmert area, eviowig the prosence are qusity ofthe competion and assessing the Pitch and sbi (2. how busy the area isa @ unit. This haps buld = detsied SWOT anaysis of each new sto.‘THE TIMES 100 BUSMESS CASE STUDIES (sian nirmation sa primary fam of make esearch wtich ‘cues on corsumar eens and opriens ona product or service. This ype of eccarch dsringtos the tacts ad fos colactad through quartiave ressarch, Exrplas of uate rch JD rc: + Focus groups ~ by speaking st lng wth smal groups of 8-10 people, more sig questions canbe asked egarcng bande and naw product dowloprants. At JD these ae Iypealy rn in sched and coleges, where it can get rect feedback for fs ora consumers. + Depth terviws—tisivohes a researcher accompanying the coreumer on spring tpn tere. Tris ils oper ito Shopper behav ad the reactions to str. When underating meet essa, itis important ta eat he ‘ows of coreumers win the buss target mak. However, this would be a huge exes, One way of raregng ‘his so ue sarping methods. Saping inves tng re responses of a refresristive group of consumer ha a ay 0 tefet he opin of the cutee base Secondary market research ‘Secondary rosearchs sometimes known as ‘desk esearch’ Thi reesach rans on ateal hat has ben collected by ancther ‘garisaon to prove markt fermion, Seconds resoach sta proces a oct based ovorvaw otha mart. Exarges of secondary research nce + Goverment census ta —the census conducted avery 10 years scoss the UK end rings together data on factors such ashe number of poop, i ages ac compat sleeston + Geo-deragaphie data colecta by spect agecias,his Segrentton toa profs consurars based on thar ifestane le marta statue, rurtarof cen) and thar Hesh g nevspapes reed, sure aches, TV programas watcha “+ Commaril market research apes — prepared by reso cerpois, hese prove estates af he sire fume sls each produc or market category ard mare share by partes within these sctrs, At JD this frat is Invaluable when assasing new product marks (2, ‘doors or itastions! opportu e.g. France and Spar) Homer, thre are awacks wih ay fom of matkot esearch Ih costs money to colect and anaye large amounts ointrmation sd th rst are not aways dt, Numeral dats mig be ase, paricuaty the sale sii too smal. Focus ups maybe skewed # one member ofa eous grup isto dont ad stops hers tom voir thr iin Market research at JD ‘The boston of scresie a ria sare ofthe succas of ‘ealerin ary market. Seurd compative ection can provi 3 soure of compte advantage, To achieve is it is esse 0 bul a clos understanding the corsurar and how they tract ‘waa retalor andi sales chareal (2. tre, rteret or os ‘So, how das JD ul up irermation about its consumes and \veop a lee location satay? One method erpyed bythe company its check-out suney. Thisis a sgl but highly flocva sey that © caring out wih custrare athe. By colectng the custarers hare postcode, gander ar age and matching this data to the products purchased JD can bud up cetalas consumer profes woeithetimast00.c0ukLUD se asks prchesers a futher qutin: ha he if san purchaser yours or or ncther parson? Tis helps JD to Lndrstan the cifrenos between ouster the purchaser and is cormsmers the ered use}. For exarpe, soe purchases re ‘made by parents buying Goths or shoes fr ther chien This ‘dena question helps prevent the suvey rests fom bang misrerrete. The ays crit arualy ovr swe week prod and rch oer 35Q000 castor. Tis roves a cust saree tor Wich odret rubies rio consarer buying beh Insdapth ana fhe sun ests eps the company: * understanc far custerers ai! o stores Pi aablas {ID to cine ral catchment ars foreach store anc Undarstan the ovata with cher ising stores *+ uit consumer profes by gender, spe. brand ard ieee + erly and quntty now sere ecson opportune + rtuenco product rang to meat the buy habs ct customers free ccstons ‘sc wih mating stages otrgt the consumer mor afiectnay. Tis ype of fermatonis coco ragay by large ears sch ss supernates trough he dats clea en thar tre yay cc Homer, yay card schares canbe vey expensive torn Ta anne, though any proving a sepshet othe oona, ler cost afactie mass of gaharng deta. JDis lacy une onthe high tet using is ype of ney tocane acne ‘usta information, Mere rocaiy tis savey hasbeen rephcted sazoes JD sore n France are Span 4D Sport| Using market esac o support decison making De cae bis trporant at research propery managed o ensue atthe lta colander, bis so use where practi, to ee aera of maths to valet reaach fring. AND the {regs tom the ent sunoys orale erie sos) vse by the checkout survey fag sale siz. Pt togatar, isinension helps JD to sicpate helo of rand cutorars ray have fis predicts, Sos apecitons canbe acousisy lrocant oer priate sors ar cpned, UD has oo errand the rear asa rane te sippo buses ‘setoges. The cata calectd reg he ore cer proces is "wo rfoatn ae prove &wlutle rg to corsurer mand ican ure soe arges ae support doco abot is stores network by ihn etspots’ wt high els ct rand bt ro physic presence. an sy mut chara aid, apnarg. snag and acirg on isinomatonofars a busines aley carpative scaring. Agi, tisiriomatcn can rove ul rig it poteraltematonal opportune. Conclusion i rcort years, the UK roa inst has faced chalering conctone, Hanae. garst tis tough economic baccton, has managed to maint gowth eugh a thrcugh Lndarstaring ol markt opportune. Maret esearch isnot a cne-of proces. Marts change and busines ke UD raed 0 lahat customer ris and mortrcompattrs ona apd bassin ord to remain compat UD has therfore stabi ressarch machaniams to prove cneringfoochask. Ths prove mix of quite and quanti markt cata chtsned drcty tom consumers and ‘tom publete research. 8y understanding its consi bse, UD has estab tea a the market acing eter of {eshicrable spars ae leisure wear