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 I always enjoy studying perceptual maps. At the same time, I am sometimes bothered by some of the data. There always seems to be one or two variables in the...

In this five-part series, we discussed the overall measurement strategy we recommend when you’re challenged with how to measure event marketing. It starts with getting a clear understanding of...

One of the biggest challenges researchers face is finding a way to present results in a way that is both meaningful and easily understood by non-researchers. A popular solution...

In part two of this five-part series, we talked about the idea of reach in event-based marketing measurement. We reported on standard benchmarks for average samples her hour. We...

Arguably, the most important aspect of my job is monitoring data collection. How much data you finally collect can make or break a project. Early on, I made a...

Welcome to the second in our five-part series about Recap Reporting, Brand Strategy, and Event Marketing Measurement. In our first article, we discussed reaching the right consumer, changing their purchase behavior,...

Summary: A lot of the work of a market research manager during the first quarter is consumed with launching new projects for the coming year. Many experiential and traditional...

Background I started working in the Experiential Marketing Industry in 2005. Since then I’ve seen a lot of recap reports. My first job in the industry was to help...

You’re researching your brand’s market share and you discover that a large portion of the consumers you are reaching have purchased your product before, but not recently enough to be...

When a national household fixtures company wants to introduce a new product line to consumers and builders alike, they have a number of barriers to overcome. Awareness can be...