SPORTS & LEISURE RESEARCH GROUP - The Intersection of insights and strategy
COMPLIMENTARY DOWNLOAD: IIR Marketing Research Event Presentation on Data Quality.

SPORTS & LEISURE RESEARCH GROUP President, Jon Last was one of a select group of industry leaders invited to speak to attendees of the 2009 Research Industry Summit on Data Quality, hosted by RFL Communications CEO Bob Lederer. The event was co-located within IIR’s Marketing Research Event on October 19 in Las Vegas. Last’s presentation addressed some of the key issues that impact research quality from the perspective of client side marketers. You can download a free copy of the presentation, at the

Last also delivered a three-hour seminar at IIR's TMRE on Sunday October 18 on how corporate research departments can transition from cost centers to profit centers. The seminar provides practical steps to identify resource requirements and tactics to leverage corporate assets to strengthen relationships with various customers and business partners through a vertically integrated marketing research function. Those interested in more details or in scheduling this seminar, should contact SLRG President Jon Last at
MORE FREE RESEARCH: The Latest perspectives on Golfer Trends/Mindset

SPORTS & LEISURE RESEARCH GROUP President, Jon Last delivered a keynote presentation to golf facility owners and management at the IBS User conference in Las Vegas, September 21-22. Drawing from the latest SLRG tracking research on golfer attitudes, Last examined key trends impacting golf marketing and player retention, and provided thoughts on opportunities and challenges confronting the industry as the 2009 season enters the fourth quarter. The presentation updates an earlier look at golfer attitudes and trends, incorporating findings from the most recent SLRG Sport Omnibus study, conducted late this Summer. You can download a complimentary copy of both the Omnibus report and the IBS presentation, here.

POV/RESEARCH: Is the Recession Really Over, or are we stuck in a “New Normal”?

As we hit the home stretch of 2009, I’m reminded of the often quoted first line of Charles Dickens’ A Tale of Two Cities (for those who forget… “It was the best of times it was the worst of times”). 2009 has been a phenomenally successful year for our company and for many of our clients. Yet at the same time, we’ve all been confronted with a challenging economy across the board. Those of us in the sports, media, travel and leisure industries have been far from immune from having to get more done with less. Of equal importance, we’ve seen our customers grapple with similar circumstances. As the air has been let out of the luxury market, the incessant aspirational pursuit of “more” has been replaced by a value consciousness that is being articulated in our research by these customers, more loudly than in recent memory, if ever. So the question remains, “will this prevail” or will we go back to where we were just a few years ago? READ MORE»


Last to contribute monthly to Media Post’s Marketing: Sports

SPORTS & LEISURE RESEARCH GROUP President Jon Last has been invited by the Publishers of Media Post to offer his perspectives and research driven insights on the business of sports marketing to the weekly “Marketing Sports” forum on Media Post. Last’s post will appear regularly on the first or second Tuesday of each month. His November 10 posting will focus on how shifting consumer values in the current economy predicate marketing approaches other than simply rampant discounting. The next column will run on December 8th. All postings will be available on the SPORTS & LEISURE RESEARCH GROUP's website. Or you can register for a complimentary e-subscription to Marketing: Sports, at Media Post.

IIR Profile Interview available

In conjunction with Jon Last’s two presentations at The Institute for International Research’s Marketing Research Event, last month, conference organizers posted an interview/profile on their conference website and e-newsletters. You can download the coverage on the SLRG website.

Marketing Textbook to include Travel Case Study From Sports and Leisure Research Group

Georgetown University Adjunct lecturer Anthony Bennett’s new marketing textbook is scheduled for a print date of December 20, 2009. The book, published by McGraw Hill, will contain case studies from 86 leading companies in their fields of expertise (including IBM, GE, P&G, Kraft, Ford, GM, etc.). Among these case studies is a travel industry related research case authored by SLRG President Jon Last. Look for more information on the book, ordering information, and an excerpt of the SLRG specific section, in a future edition of News & Views.
© 2009 Sports & Leisure Research Group
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