It’s bothersome that, for many, discounting appears to be the catch-all cure to attempt to win back consumers who have cut back on their sports-related spending. Discounting is difficult to wean oneself off of, with detrimental long-term effects. And our recent work asserts a more constructive and comprehensive definition of economic value, grounded in a […]
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In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Jon Last, President, Sports & Leisure Research Group.
Read More » As sports property holders and their agencies face louder and more incessant demands from sponsors/partners to demonstrate return on their marketing investment, it becomes all too easy to fall into the commoditization trap that has become so prevalent in ROI research today. Today’s cluttered marketing environment makes it virtually impossible to gauge the direct impact […]
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By: Bradley S. Klein | June 22, 2009 4:55 pm “Cocooning” very well could be killing private golf clubs. The term, which was coined by futurist Faith Popcorn and gained currency in the wake of the 9/11 tragedy, reflects people’s desire to spend more time with loved ones. It’s a 180-degree turn from the days […]
Read More » Our early 2009 consumer sentiment work with a representative sample of golfers suggests that this market, at least attitudinally, is looking for refuge from the pervasive negativity. In fact, this desire for “escape” is consistent with what we saw in research conducted immediately after 9/11. There have been an awful lot of conjecture and speculation […]
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In June, SLRG President Jon Last assumes the Honorary/Past President role on the Marketing Research Association board after serving as national president over the past twelve months.
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Sports and Leisure Research Group President Jon Last and Judy Langer reveal findings from a study of research client attitudes on and utilization of observational qualitative research in the February 2009 issue of Quirk’s.
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Sports and Leisure Research Group’s golfer trends work is cited on page 5 of this informative February 13, 2009 report from industry analyst Casey Alexander.
Read More » Jon Last is quoted on the potential impact of the changing golfer mindset on participation and equipment purchasing, in Bradley Klein’s latest column
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