Personally, I find that survey data becomes burdensome somewhere around the 20th question. That applies to both paper and online surveys, though for different reasons. The first steps to making these...
Articles
PortMA Publications
Understanding the Behavior of Retail Consumer Groups
This summer we began a new project for an outdoor products retailer. Their primary marketing objectives are to acquire new club members and to generate interest in outdoor classes...
Why 'Actual Purchase' Is The Wrong Event Marketing Metric
At PortMA we design data collection plans, collect data, analyze, and report for 30 to 40 brands/event marketing campaigns a year. In almost every case, the goal is to generate...
The Importance of Clean Field Staff Reporting
I know several of my co-workers have recently posted blogs about field staff reporting and the importance of keeping it clean and up-to-date. So why am I writing about...
Holy Infographics, Batman!
Superheroes are a big deal in my house, but I never thought they would (or could) collide with my professional life. On one fateful day, however, I witnessed the...
On the Road Again With Survey Ethnographers
There are a number of ways to improve field staff data collection. Weekly training calls are a great start. The calls don’t need to be more than 15 or...
Measuring ROI With On-Site Purchases
Normally, any project where we calculate return-on-investment (ROI) includes an essential component from the survey: purchase intent. However, on rare occasions, we employ a survey for an experiential program where...
The Path to Good Event Measurement
I enjoyed presenting to a group of Meeting and Event industry leaders today. The guest list included senior management from Fortune 100 IT, Pharma, and Direct Sales companies. All...
The Value of Measuring Event Marketing Data Year Over Year
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...
With Great Market Research Data Comes Great Responsibility
A previous post outlined key considerations for designing a “perfect” survey and described the impact survey design can have on data quality. But ensuring actionable data is not guaranteed...