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Last Word

    Our First-Ever Fan Experience Index Ball Park Rankings

    POSTED: July 10, 2012

    Our first ever analysis/rankings of the MLB ball parks with the best fan experience has been released and we’re looking for thoughts on how to make the next one, even better. Let the debate begin. Here we are at the All-Star Break. The pennant races are taking shape and with the other major team sports […]

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    Seeing is Believing

    POSTED: June 14, 2012

    In the June 2012 posting, SLRG President Jon Last discusses how observational research has evolved to deliver more actionable insights in sports marketing. Mobile micro-video recorders now bring fans and customers “into the board room.” As a marketing researcher who has seen more than my share of poorly executed research in the sports industry, I’ll […]

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    More ‘System 2’ Thinking Is Needed

    POSTED: May 9, 2012

    In this month’s marketing Sports we examine what Nobel Prize winner Dr. Daniel Kahneman called system 1 and system 2 thinking. I had lunch recently with a longtime friend and colleague who I’ve often considered to be one of the smartest people I know. Having been on a whirlwind of qualitative research work recently, with […]

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    Golf Inc.

    POSTED: April 25, 2012

    SLRG President Jon Last contributes five of Golf Inc.’s “25 Big Ideas for stimulating and powering the golf industry into the future”

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    PGA Magazine Industry Insider – April 2012: Jon Last on Customer Relationship Management:

    POSTED: April 20, 2012

    Excerpts from a PGA Magazine interview with the SLRG President reveal perspectives that golf facility operators can deploy to build customer loyalty and increase business.

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Jon Last

Founder and President

With over 25 years of management experience, Jon Last is founder and President of Sports and Leisure Research Group, a White Plains, NY based full service marketing research consultancy that supports leading brands in sports marketing, travel, media and leisure categories as well as a host of golf, travel and consumer product company clients. Jon’s […]

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