This month in Media Post, SLRG’s Jon Last shares a unique researcher’s perspective on the double edged sword of tecnology innovation in sporting goods marketing. One of the prime elements of sporting goods product development and marketing is the aspirational promise of technology innovation. The science and engineering become the rationale for the desired […]
Read More » The lead item on the November 13, Marketing Insider offers perspective on finding an appropriate balance between simplified data visualization and comprehensive research analysis. Sports marketing analysts are in a bit of a predicament. We pride ourselves on an ability to dive deeply into data and find nuance beyond basic descriptive statistics. But at the […]
Read More » The October 9th Marketing Insider on Media Post, leads with SLRG’s Jon Last discussing why it’s important for sports properties to avoid the mistakes of oversimplification when measuring fan satisfaction. Beyond the buzz surrounding the Philadelphia Flyers’ controversial new mascot, another piece of Philadelphia-related sports news caught my attention this past week: the installation of […]
Read More »In their continuing coverage of the ASGCA/SLRG Market TrendWatch, the Fall 2018 issue of In Design features a look at our recent research revealing the types of projects that golf course architects have been most involved with, of late, as well as their key revenue drivers.
Read More » In September, 2018’s Marketing: Sports, SLRG’s Jon Last speaks to the benefits and caveats of sports properties creating line extensions to reach a broader audience. Next week, I have the privilege of participating as moderator and keynote speaker to open the Golf, Inc. Conference in Carlsbad, California. My initial remarks will draw from extensive fan […]
Read More »We often use projective exercises in qualitative research to get a respondent to think ‘outside of themselves.’ For example SLRG moderators might ask respondents to put themselves in someone else’s shoes to describe photos of others and determine what they might feel or do, and why. In other circumstances the respondent can be asked to associate brands […]
Read More »In recent years, some researchers have turned to the use of “wordless” or thought bubbles to illustrate the most frequently utilized phrases from open ended responses in quantitative research. Often utilizing semantics scrapers and other technology to create a hierarchy of these answers, the results are a simple means to cut through extensive respondent comments. Unfortunately, such […]
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SLRG President Jon Last speaks to the challenges of effectively communicating research results in a time crunched environment. Professional marketing researchers are in an interesting predicament. We’ve been conditioned to exercise methodological and analytical rigor. We pride ourselves on an ability to dive deeply into data and find nuance beyond basic descriptive statistics. As such, […]
Read More » In his August Media Post Marketing: Sports column, SLRG President Jon Last speaks to the dangers of relying solely on web scrapers to analyze fan/customer sentiment. The human element inserts the added value benefits of context, essential for effective qualitative story telling. I’ve learned a lot over my career as a sports marketing researcher. In […]
Read More » In this month’s Marketing Insider column, SLRG President Jon Last speaks to why the 24-7 sports news cycle may actually have a negative effect on fan engagement. Adam Buckman’s June 29 “TV Blog” post struck a chord with me in its assertion that the expression “breaking news” is perhaps the most overused terminology in today’s 24-7 information overload […]
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