A huge metric in this industry is a consumer’s intent to purchase. It is easily measurable with just a single survey question and, in all reality, it is the...
Articles
PortMA Publications
Recruiting and Training Ethnographers for On-Site Interviews
In my first five weeks as a Junior Analyst here at PortMA I’ve mostly been learning the ropes by becoming involved in projects that are well into their later...
How Sampling Metrics Impact Experiential Strategy
With reports flying off the fingers this week, my focus is turned towards sampling performance for our beverage programs. One key area we monitor is the number of samples...
New Product CPG and Experiential Impact
We’re monitoring a retail sampling campaign where the vast majority of consumers (81.9%) had never head of the brand before they came across the retail activation. We find it’s...
Training Your Team on Event Marketing ROI Benchmarks
A big part of implementing a clear measurement and reporting process in your experiential agency is training your staff how to change the way they think and relate to...
Using Last Year's Experiential Recap to Plan Next Year's Program
It’s all about predictive modeling. You want to use what you learned from last time to do it better next time. This happens when you can model what was...
Where Event Measurement Becomes Actionable
We recapped a three market sampling pilot for an agency partner today. It’s not uncommon for our agency partners to ask us to fly with them to the brands...
Using Research to Know What You Don't Know
Qualitative research is a discovery process designed at it’s core to reveal things you didn’t even suspect might be true. (Survey research validates these assumptions.) We just finished a...
Measuring Events Is As Much Compassion As It Is Skill
We’ll be delivering a recap report tomorrow that highlights the success of a marketing campaign, the integration of that campaign into a sampling program, and how the combination of...
Purchase vs. Recommend: Which is Better?
In this industry, measuring a consumer’s propensity to buy or recommend a product is more than common, it’s a must. The majority of the surveys we work with ask...