PortMA Publications

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...

Recently, we wrote a recap report at the mid-point of a program. One of the things we noticed was that the survey responses were significantly disproportionate to the engagements...

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...

Panel research is a wonderful asset to event marketing. It can give you a baseline for your research, or help you to establish what aspects of a project you...

Statistical significance – It’s the tool that identifies which differences between consumer segments are meaningful to the research, and which differences are due to random variation. One issue I’ve...

Most of the measurement discussions on this website and in the event marketing industry are about measuring mobile tours, sampling programs, and larger experiential footprints. But what about all...

Survey design can be a challenge, whether your survey has four questions or 40. Here are some tips to guide you through the survey construction process.     1....

Open-ended responses have a lot of inherent utility in a survey. To start, they can be used when you don’t know enough about consumer tendencies to prepopulate a response...

Now that we have discovered what worked last year, it’s time to research the second key question: What can we do to improve upon last year? There were some...