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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...

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...

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...

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...

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...

We like to know where we’re going before we find out how to get there. Start with the end in mind. Design the presentation first. Insert mock data Once...

As marketers, we have been ingrained with the message “more is better”….the technical term is ‘marketing saturation’.  The more exposure a brand has, the more it comes top of...

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...

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...

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...