There’s been an ongoing popular debate among insights professionals regarding the utilization of behavioral data (BIG DATA) as a surrogate for or even a disruptor of traditional market research. The disruption argument gets the headlines, but it strikes me that the more thoughtful discussion should be about how the two complement each other. Behavioral data […]
Read More »Yearly Archives: 2015
Who You Talkin’ To?
In his August 2015 column, SLRG President Jon Last offers guidance and surfaces the potential dangers that sports marketers can encounter if they fail to properly frame the respondent sample for research. It wasn’t that long ago that marketing research and consumer insights were largely afterthoughts in the world of sports marketing. Who needed research? […]
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2015 Golf Market Outlook
Highlights from the recent Golfer Market Segmentation research conducted with Sports Illustrated Golf Group, along with SLRG’s sixth annual consumer outlook for the golf market, were presented by SLRG President Jon Last at the PGA Merchandise Show on Wednesday January 22nd. Each study was culled from surveys of over 1,000 respondents. More in depth results are also available on a custom basis. Please contact us for details.
2015 Winter Sports Omnibus
Results and trending from our annual study of 1,500 sports fans and their attitudes, perceptions and opinions, reveals thoughts on competitive balance, “One and done” college basketball stars, the shifting popularity of various sports as well as broader perspectives on the impact of the U.S. economy on fan behavior.
My Own Derek Jeter, All-Star Moment
In his July 2015, Marketing: Sports column, SLRG President Jon Last looks at baseball’s all-star season as an opportunity to reflect on the sports marketing lessons that coaching youth sports has reinforced. It’s totally presumptuous for me to compare myself to Derek Jeter. I’ve been fortunate enough to meet him and his family and to […]
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Study examines pleasing Millennials. Too much marketer focus on that group.
SLRG President Jon Last shares his thoughts on why marketers may be trying too hard to resonate with millennials with Research Business Daily Report’s Bob Lederer.
Read More » What I Learned At The Rodeo
In his June, 2015 posting, SLRG President Jon Last reflects on how his recent attendance at a rodeo event reinforced some of the foundations of effective event based sports marketing. As one who has had the great fortune of visiting every MLB ballpark and my fair share of other sports venues, I was able to […]
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10 Most Innovative People in Golf Marketing
Golf, Inc.’s May/June review of some of the more innovative marketers in the game of golf features coverage of SLRG’s research partnership with client Scottsdale CVB as well as perspective from SLRG President Jon Last on the effective utilization of custom marketing research.
Read More »May/June 2015
Discovering The ‘Secret Sauce’ That Drives Greater Onsite Fan Engagement?
SLRG President Jon Last?s May column looks at sports venues? race to modernize their infrastructure and the role of marketing research in finding optimal solutions. The sports marketing world is fraught with numerous examples of “fire, fire, fire” implementation strategies, in contrast to the more recommended “ready, aim, fire” approach. Nowhere do we see this […]
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