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....
Articles
PortMA Publications
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...
When a Picture is Really Worth a Thousand Words
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...
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,...