Since 2012, we have been measuring the impact of a long-term experiential marketing program for a brand of pasta and sauce. In the summer of 2013, we discovered a...
Articles
PortMA Publications
Measuring a Sales Funnel
We are currently in the process of launching a program for a Mobile Tour we have been working with for four years. In the past, the goal of the...
Building Communication Strategies that Drive Behavioral Change
I delivered research results to a dozen education professionals recently who wanted to develop a stronger alignment between how they communicate value and what the community they serve finds...
Ways to Streamline Data Collection Training
Training is an interesting challenge. In an ideal world, I would get twenty minutes with each person to explain how our data collection process works and what they should...
Turning Bad News Into an Opportunity
“A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.” – Winston Churchill Bad news – it’s one of those things that are...
The Importance of Post-Event Research
On-site research is great. It lets you learn about customer disposition and how inline your targeting is with your objectives. But this is in the heat of the moment....
Methodology Brief Development
Developing a Methodology Brief: You never know who’s going to read a market research report. Perhaps it’s your client’s insights team, or it may be folks who work in...
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 5 of 5)
In the first four parts of this five-part series we talked about measuring event marketing, capturing the reach of your events, understanding event marketing impact, and event marketing ROI....
Perceptual Mapping Pitfalls
I always enjoy studying perceptual maps. At the same time, I am sometimes bothered by some of the data. There always seems to be one or two variables in the...
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 4 of 5)
In this five-part series, we discussed the overall measurement strategy we recommend when you’re challenged with how to measure event marketing. It starts with getting a clear understanding of...