In the January 2016 Marketing: Sports, SLRG President Jon Last ruminates on the ability of observational research to add “the how” to the “what” and “why” of quantitative and qualitative research, respectively. Taking some time to reflect over the holidays, I was pleased to consider how far the sports marketing world has progressed in its […]
Read More »Last Word
Recent SLRG Research of Interest: The Flip Phone Projective–What Resonates in Creative Product Design and Packaging?
A lot of times, qualitative research is utilized to try to understand which concepts are most compelling to consumers. Digging deeper, it’s often critical to understand the specific design elements that are most captivating and important to target consumers. Whether you are testing ad creative, product design, packaging or visual display, it is sometimes limiting, […]
Read More »POV: Listening isn’t enough—The Growing Importance of Watching Consumers
Traditional qualitative research has always relied upon conversations and probing consumers for deeper understanding of the “why” behind various beliefs, perceptions and behaviors. Whether it is in depth interviews, focus groups or discussion boards, the qualitative branch of marketing research has often benefited from the deployment of projective techniques to try to get what is […]
Read More »Research Industry Predictions for 2016
As part of RFL Media’s annual “Predictions Issue”, SLRG President Jon Last shared his perspectives on what the marketing research industry can look to in the year ahead. Read it here.
Read More »‘Big Data’ Vs. ‘Traditional’ Marketing Research In The Sports Industry
In his December posting, SLRG’s Jon Last speaks to the impact that Big Data is having on marketing research in the sports space. The adoption of advanced analytics has made an unprecedented impact in the way that general managers configure the rosters of their teams. As a sports marketing researcher and one of those guys […]
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