Where does the data come from?

The data in Event RecapIQ and the Toolkits is derived from PortMA’s experiential evaluation research (starting in 2010) and includes both direct consumer interviews completed onsite, and information provided via field staff event recap reports.

These data are standardized across programs and stored in PortMA’s data warehouse for benchmark reporting and the production of syndicated research reports.

PortMA’s benchmarking database contains both control and test data. “Control” data is data collected from consumers at the location of the activation but who self-report to have not engaged or had prior awareness of the brand activation that day. “Test” data includes interviews completed immediately after a consumer’s onsite activation experience. In this sense, these interviews take on the traditional “exposed group” in a marketing test.