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 […]
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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 […]
Read More »Sports Marketing’s Magic Bullet: Creating ‘Two Percent Moments’
In his October marketing sports post, SLRG president Jon Last, speaks to a customer centric approach in creating meaningful and memorable activations. A mentor and former boss once framed a wonderful metaphor in urging me and others in our organization to strive for greatness. He spoke of creating “two percent moments.” It’s something that all […]
Read More »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 any […]
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 […]
Read More »The Slippery Slope Of Athlete Activism
SLRG President Jon Last reflects on how recent athlete activism and social commentary are creating sensitive challenges for sports marketers aligned with these athletes. Sound marketing research can certainly help guide strategy. The annals of sports marketing history are rife with brand crises brought about by spokesperson scandals and inappropriate conduct. Go back just a […]
Read More »Live Focus Groups Matter Now More Than Ever
In his September blog post for Marketing Research Institute International (MRII), SLRG’s Jon Last speaks to why live focus groups still provide exceptional value as part of the marketing researcher’s took kit. Even when I was a lot younger, I often scoffed at the proliferation of research agencies that claimed to have developed a cutting […]
Read More »Why Can’t I Get Excited About the Olympics?
In his August posting, SLRG President Jon Last ruminates on the reasons why U.S. fans are less than fully enamored with The Olympic games. We are in the midst of what some bill as the greatest spectacle in all of sports. And if you are like me, it’s likely that you’ve paid little attention to […]
Read More »A New “Golden Age” for Customer Segmentation?
SLRG President Jon Last, blogs for Marketing Research Institute International (MRII) about how today’s abundance of big data is creating a new uses for consumer segmentation studies. I still remember my first time. Some 25 years ago as a young marketing executive at the PGA of America, I hypothesized that profiling golfers by simply looking […]
Read More »Two Things To Think About In This ‘Summer Of Discontent’
In his July, 2016 column, SLRG’s Jon Last talks about how sports marketers can break through during our “summer of discontent.” It’s MLB All-Star Tuesday, the unofficial middle of summer. Those figurative “dog days” are before us, and with the NBA and NHL on hiatus, NFL training camps still a few weeks away, MLB’s playoff […]
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