Recent work with a resort client presented the challenge of eliciting projectible reactions to a website redesign from a large number of past guests across the country, without the luxury of face-to-face, directed exposure to the site. SLRG’s customized approach created a forced exposure exercise that mirrored the new website’s functionality directly into our online […]
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Recent Research of Interest: Qual/Quant Approach Goes Beyond Surveys to Provide Time and Cost Efficient Sports and Travel Industry Insights
We often have clients approach us with the desire to elicit target consumer reactions and demand for potential new products or services. In instances where these brands have the desire to uncover both emotional and motivational reactions as well as derive more than a directional sense of demand and price elasticity, the ideal methodological approach […]
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’17 Football Seasons & The Elephants In The Room
In the July 2017 Marketing: Sports, SLRG’s Jon Last speaks to three key issues that those marketing in or around football, should be mindful of. Since 2009, my firm has conducted an annual survey of some 1,300 avid sports fans to gauge and trend their attitudes on a number of topical issues surrounding the sports […]
Read More » Optimizing Fan Experience: Lessons From An Afternoon Of ‘Horsing Around’
A day at a thoroughbred track provides the inspiration for a fresh look at key elements for optimizing the fan experience, in this month’s Media Post Marketing: Sports . As a marketing researcher, I enjoy learning thing and observing my environs, even when “off the clock.” I’ve never been shy about intertwining personal time with […]
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Survey Finds More Golfers are Playing More Often
The American Society of Golf Course Architects leads their June 2017 issue with highlights from SLRG’s Survey of the American Golfer, conducted for Golf.com. A study conducted for GOLF.com by Sports & Leisure Research Group shows positive signs for the golf industry. More committed golfers are playing more often, and they plan to increase play […]
Read More » Don’t Rain On Our Parade!
SLRG President Jon Last’s June Media Post commentary, speaks to the disconnect between sports fans’ elevated optimism and the increased political tonality infiltrating sports coverage. Last month in this space, I alluded to some of the ongoing conversation that suggests that a political agenda at “The Worldwide Leader” is in part to blame for a […]
Read More »Recent Research of Interest: What Motivates the Sports Fan
A big challenge confronting nearly every team or sports property is that of expanding the fan base and driving a deeper level of engagement among those who are already doing so at various levels. We’ve recently worked with a number of properties to confront this challenge, particularly in an environment where onsite amenities and the […]
Read More »POV: Longitudinal Testing and Experimental Design Yield Dividends for New Creative
At SLRG, we’ve always been big proponents of experimental design as a means to isolate and measure the impact of new products or new marketing executions. Whether it’s a brand launching a new SKU or line extension, a hotel or resort property that is introducing an expansion, or a sports property coming out with fresh […]
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You Can’t Eat Audience Impressions
In this May blog post from Marketing Research Institute International (MRII), important distinctions are drawn regarding the relative value of reach vs. audience engagement, in today’s marketing climate. When I oversaw marketing for a cruise line, many years ago, one of the unique challenges that we faced, as I suspect it is for many CMOs, […]
Read More » A Tipping Point For The Era Of Custom Content
ESPN’s recent layoffs on the “talent” side, add fuel to a trend towards narrower vertically oriented sports media content. In the May blog, a look at how research can inform those sports marketers looking to capitalize on this “one-to-one” dialogue. One hundred audience-facing jobs weren’t the only things lost, with the recent bloodletting at “The […]
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