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Now that we have discovered what worked last year, it’s time to research the second key question: What can we do to improve upon last year? There were some...

We’re gearing up to launch an experiential research project on a spirits brand for which we’ve researched for the past couple of years. One of the areas we emphasize...

We just finished reviewing a recap report internally that will go to our agency client, and then the brand team, in the next couple of days. We really dug...

Event marketing ROI (return-on-investment) comes in two forms in most of our work. And unfortunately, the two forms are often confused. The first is a planning tool and the...

The PortMA team recently presented a comprehensive experiential marketing program recap to a spirits industry client. The objective that caught the most attention was surveying the right targeting consumer....

A slightly less-thought-about topic when it comes to survey data is “Whose opinion matters?” Not that it isn’t a focus during analysis, but target consumers are a part of...

Recently, we recapped survey results for a mobile tour we measured last summer into the fall.  The measurement strategy utilized independent ethnographers surveying event attendees who visited the organization’s...

Those who ignore history are doomed to repeat it. I quickly learned this lesson my second year working on a project. Last year’s data was proving necessary not only...

There are many theories of consumer purchase cycles and event marketing ROI. Some are overly complicated and others overly simple. As a team of market researchers specializing in the...

Defining a market in experiential marketing research is typically a simple task, especially in the United States. Offering insights at the state level is usually the “Goldilocks” of insight....