One of the biggest challenges researchers face is finding a way to present results in a way that is both meaningful and easily understood by non-researchers. A popular solution...
Articles
PortMA Publications
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 3 of 5)
In part two of this five-part series, we talked about the idea of reach in event-based marketing measurement. We reported on standard benchmarks for average samples her hour. We...
Monitoring Data Collection for Accuracy
Arguably, the most important aspect of my job is monitoring data collection. How much data you finally collect can make or break a project. Early on, I made a...
Let's Meet at Event Marketer in Salt Lake
PortMA will be at the Event Marketing Summit in Salt Lake City this May. If you’d like to connect with us during the Summit, please feel free to connect with...
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 2 of 5)
Welcome to the second in our five-part series about Recap Reporting, Brand Strategy, and Event Marketing Measurement. In our first article, we discussed reaching the right consumer, changing their purchase behavior,...
Best Practices for Project Launch
Summary: A lot of the work of a market research manager during the first quarter is consumed with launching new projects for the coming year. Many experiential and traditional...
Recap Reporting, Brand Strategy, and Event Marketing Measurement (Part 1 of 5)
Background I started working in the Experiential Marketing Industry in 2005. Since then I’ve seen a lot of recap reports. My first job in the industry was to help...
The Metric Where Opportunity Is Hiding
You’re researching your brand’s market share and you discover that a large portion of the consumers you are reaching have purchased your product before, but not recently enough to be...
Case Study: Household Fixtures Tour
When a national household fixtures company wants to introduce a new product line to consumers and builders alike, they have a number of barriers to overcome. Awareness can be...
A New Look at Customer Retention
Consumer packaged goods are interesting, specifically because they have such low customer retention rates. With virtually no cost or other apparent downside to changing brands, people have little reluctance...