SLRG and MRII President Jon Last’s Feb 2017 MRII blog post speaks to ways in which in-store retail research can reap big dividends to brands in the sporting goods industry Traditional survey research has always been a powerful tool with which to assess and track brand strength. A long time client advocate of brand tracking once […]
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Profiling the Resort Guest Through a Three Phase Study
Recent SLRG work for a high-end luxury resort utilized a three-phase approach to develop a holistic profile of property guests. Through this research, SLRG was able to provide our clients with the demographics, geographic origins, life traits and psychographics of high-end resort guests through both the matching of property house files against marketing databases and […]
Read More »Last is New MRII Board President
Coverage of SLRG President Jon Last’s appointment as President of Market Research Institute International. http://www.mrweb.com/drno/news23810.htm http://marketresearchbulletin.com/jon-last-elected-president-mrii-board-directors/
Read More »Jon Last Elected President of the MRII Board of Directors
Official press release from The University of Georgia and Marketing Research Institute International, announces SLRG President Jon Last’s election to President of the MRII Board of Directors ANN ARBOR, MI, January 10, 2017 — The Board of the Market Research Institute International (MRII) has elected Jon Last, Founder and President of Sports and Leisure Research […]
Read More »Beware Of Echo Chambers
In his January posting, SLRG President Jon Last reinforces the importance of proper sampling, in this era of “echo chambers” where social media noise can often distort the reality of what sports fans are thinking. In today’s world, we are inundated with incessant chatter, be it social media rants by friends, celebrities or athletes on […]
Read More »Real Time Continuous Tracking to Keep a Pulse on Operational Effectiveness
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 »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 […]
Read More »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 »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” […]
Read More »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, […]
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