Traditional market research utilizes familiar methods like web surveys and focuses groups to obtain information, and these studies usually have a formal plan outlined in their original proposals. Experiential...
Tag: event marketing measurement
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Consumers Sampled – Start Collecting It Now!
While reviewing a recap for a sampling program with a client in the food industry, a question arose concerning on-site sales conversion….”How many consumers are buying my products after...
The Importance of Hitting the Demographic Target
I just reviewed a mid-program recap report focused on a sampling campaign’s performance at the half-way point. The goal of the program is to expose consumers to the category...
Response Rate Benchmarks from Post-Event Surveys
Here is what I know… the longer you wait, the lower the response rate. At two to three months out I would expect a 4 to 6% response rate...
What is Actionable Event Data?
People often talk about making event data actionable. And so often they deliver data labeled as actionable that simply isn’t. So let’s take a second here to define what...
Performance Goals Go Beyond Standard Metrics
When you conduct experiential marketing research on similar programs, it’s easy to assume that the program goals of one program are the same as the goals of another, but...
Actual Versus Intended Post-Event Behavior
Summary: There are several ways to measure the impact of your events. You can review sales immediately after an event, you can ask people what they intend to buy after...
Seeing Through Consumer Bias
Summary: Consumer bias in experiential marketing surveys runs both ways. Circumstances create it (either by the interviewer or by the consumer). Gaining meaningful results is always dependent upon how...
Consumer Shifts
It’s all relative. This is particularly true of program data. It’s also one of the major reasons we encourage doing research with each program every year. It’s one thing...
How Control Groups Help Measure Impact
SUMMARY: In the realm of experiential marketing, conducting surveys is simply not good enough. While a survey by itself can measure response, it cannot measure impact. Just as pharmaceutical...