The Brand Audit

In the branding process, the first step to figuring out the best way to get to where you want is to take a full inventory of where you currently are. Conducting a brand audit allows you to determine what your sources of brand equity currently are. This in turn allows for you to assess the current health of your brand and begin to determine the best ways to improve and utilize it. There are two main steps to conducting a brand audit; the brand inventory and the brand exploratory. Brand…

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For Your Toolbox: Census Business Builder

I’ve previously written about the importance of conducting secondary research first, that is, to seek out data that has already been compiled by someone else when it is available. One of the most useful sources of data for current or prospective business owners comes from Census databases. When most people think about the Census, their minds go to the gathering of population counts, demographics, incomes, and the like. While this is certainly a large part of the gathered data, and a potentially very useful part for business owners, the scope…

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The Proposal: Marketing Research

Before undertaking a research process, especially a lengthy or costly one, it is in everyone’s best interests to draft a research proposal that all decision-makers can review and agree upon. One article on the matter states that “The proposal is a rationale for undertaking a research project and as such it must be persuasive, written in non-technical language and thorough in its analysis.” The proposal serves several functions, a few of which I will briefly explore here. Facilitates marketing research planning Utilizing a research proposal allows the researcher and all…

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Visual Sharing – Infographics for Research Results

So you’ve completed your research. You’re ready to share your results to recommend the best path for a marketing team to take based on the data you’ve gathered, analyzed, and interpreted. With the work you’ve put in, you may be tempted to include every relevant step that was taken and process that was undergone in your presentation, to better justify the time and budget spent on the research. Unless your audience consists of fellow researchers, you will have to resist that urge. At the end of the day, your audience…

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Visual Sharing – Infographics for Research Results
Color business strategy sketch on white background

Differences Analysis: Types and Uses

The comparison of differences among groups or categories is one of the most foundational reasons why marketing research is conducted. The analysis of differences can help you or your organization segment more efficiently, understand the different types of marketing content to create, predict the kinds of behaviors your audience will engage in, and so much more. Comparing means is a commonly used tool in research, and the different types of means comparisons have an immense number of applications in marketing. Analyzing those differences to ensure they are applicable will take…

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Differences Analysis: Types and Uses
Right choice concept. Empty scales with one overweight cup on chalkboard, empty space

Research Efficiently – Secondary Research First

Chances are, you’ve heard the saying “don’t reinvent the wheel.” The basic sentiment is how pointless it is to put effort into creating something that has already been done. Well, the same applies when you need answers or insights. Research can be a very involved, time-consuming, and expensive process depending on what your goals are and what study method is appropriate. But don’t default to that train of thought immediately. First, make sure you’ve exhausted all accessible sources of secondary research. Take a look at this simple Venn diagram by GeoPoll.com.…

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Control What You Can – Implementations as Experiments

In the world of marketing, you should always be aiming to determine how and why your audience responds in certain ways. We are always constrained, however, by budgets and timelines that we don’t always have control over. So if you’re implementing something new, from a new item offered at arena concessions to new software that amps up an existing product, you may not always be able to conduct surveys or interviews to determine the type of impact that has been made on your customers. In cases such as these, it…

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Focus on the Fan: Focus Groups in Sports Marketing Research

There is a wealth of information to be found about focus groups. Although other types of research are more applicable in many situations, focus groups are still what most people think of first regarding qualitative research. In other words, it is often considered to be the quintessential type of qual study. Specific information and insights on focus groups as they relate to sports marketing research are less easy to find than information about them as a whole. With that in mind, let’s take a look at some of the strengths…

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Before the Research: Setting a Workable Objective

It is not always obvious what direction your marketing efforts need to take. It is times like this that marketing research makes itself known as a necessity. The catch is that the exact form and direction your research should take may also not be immediately obvious. But not to worry, there is a useful template or “recipe” that you can use to set a good research objective that has a clear purpose and direction. Let’s explore each of its components by viewing it through the lens of possible research needs…

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The Proof Is In the Data: Justifying the Added Value of Sports Marketing Research

It is a difficult time for the sports industry. With the outbreak of COVID-19, seasons have come to a halt for the NHL, NBA, MLS, and MLB. At the end of the day, this will almost certainly mean a staggering loss of revenue. Teams, especially teams with a low profit margin, may be forced to cut costs dramatically. Departments, employees, and contractors may be called upon to justify their budgets or risk having them cut until the financials recover from the crisis. If you are in sports marketing research, this may be of great…

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