SLRG President Jon Last speaks to the challenges of effectively communicating research results in a time crunched environment. Professional marketing researchers are in an interesting predicament. We’ve been conditioned to exercise methodological and analytical rigor. We pride ourselves on an ability to dive deeply into data and find nuance beyond basic descriptive statistics. As such, […]
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Don’t Leave Sports-Fan Sentiment Analysis To A Machine
In his August Media Post Marketing: Sports column, SLRG President Jon Last speaks to the dangers of relying solely on web scrapers to analyze fan/customer sentiment. The human element inserts the added value benefits of context, essential for effective qualitative story telling. I’ve learned a lot over my career as a sports marketing researcher. In […]
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