A slightly less-thought-about topic when it comes to survey data is “Whose opinion matters?” Not that it isn’t a focus during analysis, but target consumers are a part of...
Tag: experiential marketing
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How Post-Event Surveys Inform Marketing Strategy
Recently, we recapped survey results for a mobile tour we measured last summer into the fall. The measurement strategy utilized independent ethnographers surveying event attendees who visited the organization’s...
Consumer Purchase Cycles and Event Marketing Return-on-Investment
There are many theories of consumer purchase cycles and event marketing ROI. Some are overly complicated and others overly simple. As a team of market researchers specializing in the...
Defining a Market in Experiential Measurement
Defining a market in experiential marketing research is typically a simple task, especially in the United States. Offering insights at the state level is usually the “Goldilocks” of insight....
Pilot Study – Luxury or Necessity?
We recently conducted a pilot study for a national program involving 12 brands. We worked with one of those brands for our pilot phase, to determine the data collection...
How Data Trends Uncover New Insights
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...
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...
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....
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....
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...