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The most important part of any event marketing research project is to clearly and accurately define objectives. Before defining research objectives, you need to know three things: 1. A comprehensive understanding...

I had the pleasure of speaking with the team at Shopper Events about strategies for modeling return-on-investment (ROI) for retail product demos. One of the things we discussed was...

Ask three people in the industry what constitutes a “consumer insight” and you’ll get three different answers, if you get any answer at all. I used to believe that...

At PortMA, we have great client retention. Why? Because we do great research. I have been with PortMA for four years. From day one I have been managing the...

This post contains a magnificent set of six, scientifically-proven principles that, when combined, can create a road map to improved experiental marketing success. Each idea can be used ethically...

Several years ago, I worked on a research study that focused on sports fans and social media. The goal was to help the client get a stronger, more nuanced...

A few summers ago, the PortMA team measured a mobile tour promoting dog treats. Oftentimes, we talk about target consumers in terms of a demographic profile. However, the goal...

We’re in the midst of recapping a national event marketing campaign for a spirits brand. The measurement strategy is fairly standard: increase brand awareness, reach the target consumer, generate...

I recently reviewed two recap reports in two very different industries. Each had a quality versus quantity issue related to event marketing. And this painted a rich story of...

We’ve had the pleasure of working on several well-executed, high-impact sampling programs for a couple of national food brands (if I were allowed to name drop, I bet you...