PortMA Publications

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...

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...

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...

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...

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...

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...

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...

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...

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...

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...