Continuous customer experience tracking surveys are a great way for leisure destinations to not only assess overall satisfaction, but to identify operational strengths and weaknesses. These continuous tracking efforts reveal key drivers of overall satisfaction and their impact on customer loyalty and continued visitation. By having this continuous tracking of satisfaction amongst your customers, the […]
Read More »Yearly Archives: 2016
Those Who Speak the Loudest, Don’t Always Speak the Best
In today’s world we are inundated by incessant chatter. Be it social media rants by friends, celebrities or athletes on Instagram or Twitter, or even special interest media outlets. By choosing to follow specific individuals, brands, or news stations, we are apt to surround ourselves with others whose opinions are similar to ours. These “echo […]
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Drivers Of Activation Efficacy: A Researcher’s Perspective
December 2016’s column outlines what SLRG research has shown to be the key drivers of onsite sports marketing efficacy. One of the more enjoyable aspects of my job is that I get to see a lot of onsite sports marketing activations from multiple perspectives. As a researcher, I have the privilege of observing the “rubber […]
Read More »December 2016
Big Data’s Impact On MR: Synergy Vs. Substitute
In his November 29, 2016 posting to their blog, incoming Marketing Research Institute International (MRII) President, Jon Last comments on the ways in which big data and traditional marketing research should work together. In the never ending conga-line of purported shiny new methodologies purported to relegate traditional marketing research to the scrap heap, “big data” […]
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Golf Business Canada: Golfers 2.0
SLRG President Jon Last’s closing keynote on November 19, 2016 provided insights into the state of the golfer as customer and the potential impact and opportunity for delegates at the Canadian National Golf Course Owners Association conference.
Wish I Had This When I Was A Kid-Huge Potential For Ivy League Sports Marketing
In the “election day” edition of Media Post’s Marketing Sports, SLRG President Jon Last opines about why a concerted effort to market Ivy League sports should reap strong return for activating brands. This being election day, I am going to resist the urge for political commentary, and strive to provide a needed diversion. In fact, […]
Read More »November 2016
The Pluses and Minuses of “Knowing Enough to be Dangerous”
One of the great benefits of doing qualitative research is being able to develop a rapport with respondents, which in turn affords a greater window into their emotional connection (or lack thereof) with a topic, concept, or experience through non verbal cues like body language and eye contact. This is often difficult to accomplish in […]
Read More »Sports and Travel Brands Leverage Continuous Customer Satisfaction Tracking
As more successful sports and travel brands put emphasis on running a customer centric organization, there’s been a growing need to monitor and measure the impact of front line employee interactions and service. Whether these touchpoints occur on property, remotely or both, effective satisfaction tracking measurement should also encompass evaluation of various amenities and experiential […]
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