Consumer packaged goods are interesting, specifically because they have such low customer retention rates. With virtually no cost or other apparent downside to changing brands, people have little reluctance...
Tag: market research
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Looking Back
I had the opportunity this week to review data from projects conducted over the past three years. The first thing that I noticed was how familiar it all was. Despite...
Message to Market Match in Product Sampling
We presented the findings from a 17-week, 22-market sampling program today. The brand reached over 100,000 consumers over the course of 17 weeks with a message focused on new...
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...
Secondary Research…Feels Like College?
Recently I have been working on a unique project here at PortMA. Whereas most of our programs entail measuring an experiential campaign, this one actually intends to define a...
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...
Market Saturation
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...
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...