In his April, 2016 column, SLRG’s Jon Last explains how to define and measure ROO for sports marketing through attainable research tests. And therein was my indoctrination into the timeless conundrum of sports marketing, or any marketing for that matter … the classic and often futile search for true ROI assessment. The elephant remains in the […]
Read More » In his March, 2016 column, SLRG’s Jon Last reflects on three recent sports marketing activations that demonstrate a role for good marketing research. In today’s era of citizen journalism and constant feedback loops on social media, it’s easy to lose oneself in the constant chatter that passes judgment on every front office move. This has […]
Read More » In his February 2016 Media Post column, SLRG President Jon Last speaks to how, despite some skittishness towards the overall U.S. economy, fans aren’t willing to give up their passion for sports. For the past seven years, we’ve taken the opportunity to survey fan attitudes on sports trends, consumerism and the state of the economy […]
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Coverage of the PGA Show Panel discussion and presentation, “The Gender Puzzle: A New Context for Business Golf,” that was moderated by SLRG President Jon Last and highlighted new research.
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Leisure Industry Analyst Casey Alexander cites SLRG industry research in his annual assessment of the state of the golf market.
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Golf industry analyst JJ Keegan cites two SLRG studies in his wrap-up of the most significant happenings at the 2016 Show. You can read it, here.
Read More » In the January 2016 Marketing: Sports, SLRG President Jon Last ruminates on the ability of observational research to add “the how” to the “what” and “why” of quantitative and qualitative research, respectively. Taking some time to reflect over the holidays, I was pleased to consider how far the sports marketing world has progressed in its […]
Read More »A lot of times, qualitative research is utilized to try to understand which concepts are most compelling to consumers. Digging deeper, it’s often critical to understand the specific design elements that are most captivating and important to target consumers. Whether you are testing ad creative, product design, packaging or visual display, it is sometimes limiting, […]
Read More »Traditional qualitative research has always relied upon conversations and probing consumers for deeper understanding of the “why” behind various beliefs, perceptions and behaviors. Whether it is in depth interviews, focus groups or discussion boards, the qualitative branch of marketing research has often benefited from the deployment of projective techniques to try to get what is […]
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As part of RFL Media’s annual “Predictions Issue”, SLRG President Jon Last shared his perspectives on what the marketing research industry can look to in the year ahead. Read it here.
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