Writing can be a laborious task. Even if you have an innate talent, report writing is a skill that requires nurturing, refinement and constant practice. You might be one...
Articles
PortMA Publications
Survey Participants Playing Hopscotch
As surveys get more complicated, with skip patterns and more questions in general, the risk of survey participants making mistakes increases. Planning ahead can help to mitigate some of that...
Data Visualization With Tables
It’s almost a certainty that market research reports will be filled with charts, graphs, and tables. Data is presented in these formats because it’s easier to understand when you can visualize...
How to Determine What Samples are Giving Your Brand the Biggest Impact
I have had several clients over the past couple of years execute retail- focused national sampling programs. Activations at retail events are usually about one thing: Sales! When multiple...
Measuring Customer Value In Event ROI Models
There are several different ways to calculate customer value when measuring your event ROI. Customer value as a dollar figure identifies how much revenue an event generates. When divided...
Moderating Success
While much of the work we do at PortMA is quantitative, we also conduct qualitative research from time to time. These qualitative research efforts most often take the form of...
Incorporating Open-Ended Feedback
Open-ended feedback from survey questions can be important for a number of reasons. The most obvious one being that you don’t know enough about consumers to give them a...
Avoiding Bias When Projecting Event Recap Metrics
One component of experiential marketing we frequently measure is projected event metrics. Our agency clients usually have key performance indicators (KPI) that they need to reach during the program. Knowing how...
How To Distinguish Between Category Sales and Brand Sales
It’s not uncommon for a brand team to turn to experiential sampling when they are trying to stem the flow of customers away from the brand. Churn scares everyone...
The Value of Employing a Research Manager Seasoned in Your Event Marketing Product’s Category
Research managers at agencies are sometimes assigned to lead the research efforts for a variety of products and services in multiple industries. It’s actually one of the reasons I...