Collecting Primary Research Through A Survey

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Collecting Primary Research Through A Survey


As part of the primary research for this module, me and my focus group decided to conduct a survey that people could answer and give their honest opinions on Umbro. We tried to reach the widest demographic that we could, and ended up getting well over 100 responses. This was the outcome:

Question 1

What is your age and gender?

We had responses from both male and females, and with an age range from 15-78.

Question 2

What is the main form of social media that you use?

  • Instagram (65%)
  • Twitter (12%)
  • Facebook (23%)
Instagram was the most popular answer, yet Umbro don't do much advertising on that platform, on average, their posts get 1,481 likes each, and they have 311,000 followers (as of December 2018).

Question 3

Which of these collaborations have you heard of?

  • MissGuided x Umbro (29%)
  • Off-White x Umbro (16%)
  • House of Holand x Umbro (6%)
  • Pepsi x Umbro (15%)
  • Vetements x Umbro (7%)
  • None of the above (55%)
Over half of the people that answered the survey hadn't heard of any of the collaborations that Umbro have done, yet most of these brands are extremely well known. 

Question 4

Rank these brands in the order of which you are most likely to order from.

Brand                                      Average Rank

Nike                                                 5.28
Adidas                                             4.73
Fila                                                  3.15
Puma                                               3.01
Umbro                                             2.73
Kappa                                              2.07

Question 5

Have you ever bought from Umbro?

  • Yes (56%)
  • No (44%)
Over half of people had bought from Umbro.

Question 6

If you answered yes, what did you buy?

  • Football Merchandise (31%)
  • Football Boots (36%)
  • Football Equipment (21%)
  • Sweatshirt (24%)
  • Tracksuit (10%)
  • Socks (33%)
  • Accessories (7%)
  • Other (Please Specify)
From these answers, it is clear that most of the purchases made by people is related back to football, this is a clear indicator that Umbro is labelled as a sportswear brand rather than being a fashion brand. 

Question 7

What is your perception of Umbro?

  • Outdated (41%)
  • Expensive (5%)
  • Affordable (23%)
  • High Quality (6%)
  • Low Quality (15%)
  • On Trend (9%)
Almost half of the people asked said that Umbro was outdated, showing that a re-branding would be one of the best ways forward for them.

Question 8

Do you link Umbro with a fashion or sports brand?

  • Fashion (8%)
  • Sportswear (92%)
The answers for this one speak for themselves, almost 100% of people link Umbro with sportswear rather than fashion. 

Question 9

Which retailers have you seen Umbro sold in?

  • ASOS (30%)
  • Sports Direct (84%)
  • JD (65%)
  • McArthurGlen Designer Outlets (4%)
  • Asda (9%)
It is clear that Sports Direct and JD are two of the main retailers of Umbro, which was the response I was expecting because they are both sport outlets.

Question 10

If you could make a change to Umbro, what would it be?

We had a range of responses for this question, some examples of the responses we got are:

  • "Prefer other brands"
  • "Haven't seen their stuff sold in many stores"
  • "Follow Adidas trend!"
  • "Larger T-Shirts for larger people"
  • "Get rid of it"


From the responses that we got on this survey, it is clear that Umbro is a declining brand that either needs to be re-branded or gotten rid of altogether. It has a lack of fashion sense and is still sticking to its' core identity of being linked and providing football kits. 







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