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 […]
Read More »Last Word
Getting Past The Catch-22 of Communicating Research Results
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 »
Don’t Leave Sports-Fan Sentiment Analysis To A Machine
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 » Access Gone Wild
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 […]
Read More » Opening The Floodgates Of Legalized Sports Gambling
In June’s Marketing Insider, SLRG’s Jon Last speaks to some interesting opportunities that sports properties may enjoy with the legalization of sports wagering. In the middle of May, the U.S. Supreme Court struck down the 1992 federal law that effectively banned commercial sports betting in most states, opening the door to legalizing an estimated $150 […]
Read More »