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 »Last Word
POV: Listening isn’t enough—The Growing Importance of Watching Consumers
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 […]
Read More »
Research Industry Predictions for 2016
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.
Read More »
‘Big Data’ Vs. ‘Traditional’ Marketing Research In The Sports Industry
In his December posting, SLRG’s Jon Last speaks to the impact that Big Data is having on marketing research in the sports space. The adoption of advanced analytics has made an unprecedented impact in the way that general managers configure the rosters of their teams. As a sports marketing researcher and one of those guys […]
Read More » The Ultimate Sports Marketing (Activation) Fantasy
In his November, 2015 Media Post column, SLRG’s Jon Last speaks to the ways in which the San Diego Padres and Callaway Golf’s recent “Links at Petco Park” promotion, was an exceptional example of effective sports marketing activation. Before there was social media, reality television or sports video games, we had “The Amazin” Bill Mazer. […]
Read More »