
Jon Last
Member since November 2008Contact Jon- President Sports and Leisure Research Group
- http://www.sportsandleisureresearch.com
- 445 Hamilton Avenue
- Suite 1102
- White Plains New York
- 10601 USA
Articles by Jon All articles by Jon
- Sports Marketers Need to Bring Their 'A Game' Now More Than Ever in
Marketing Insider on
05/09/2023
Sports marketers need to step up their game against a broader leisure market now better able to compete than at any previous point in the post-pandemic period.
- Baseball Is FINALLY Getting Some Media Love in
Marketing Insider on
04/12/2023
The start of the baseball season sees the introduction of significant rules changes aimed at speeding up the pace of play and making games more exciting.
- Sports: Individualism Runs Amuck. Whatever Happened to T.E.A.M.? in
Marketing Insider on
03/14/2023
It's easier to attract casual and less engaged fans by building stories around individuals. We love superheroes and rags-to-riches tales.
- Power of Optimism Shows Value Of Sports Fans in
Marketing Insider on
02/14/2023
Optimists are driving the actualization and spending that defies the concurrent sense of gloom about what's going on in America.
- Is Soccer Finally Ready For Its Close-up? in
Marketing Insider on
01/10/2023
As we get ready to host the next World Cup in North America, soccer is indeed making some inroads in popularity, but not to the extent of the hype.
- Sports For The Non-Sports Fan: Marketing Recipe Worth Following in
Marketing Insider on
12/13/2022
Creating engagement and delivering unique onsite experiences will only become more important in the coming months.
- What's In A Name? A Lot, When It Comes To Sports in
Marketing Insider on
11/08/2022
Suggestions for researching possible names for everything from a promotion to the product (equipment, team) itself.
- College Sports' Connection Challenge in
Marketing Insider on
10/11/2022
With all of the recent tumult in college sports, I'm wondering whether the distinct personal connection between college sports and fans is in jeopardy.
- Sports, Leisure Consumer Investment Paradox: Value Supersedes Cost in
Marketing Insider on
09/13/2022
Sports fans and consumers have historically bucked economic headwinds and invested in activities that bring escape from day-to-day malaise.
- Are Sports And Leisure Activities Becoming More Recession-Proof? in
Marketing Insider on
08/09/2022
Consumers polled said a stronger emphasis on leisure time, travel and a desire to spend more time out of the home were at the top of the list.
Comments by Jon All comments by Jon
- Tracking Fan Deprivation: How Sports Provide Connection Points During Shutdown
by
Jon Last
(Marketing Insider on
05/12/2020)
Thanks, Nick. Please visit www.backtonormalbarometer.com for access to full briefings and subscription information....or feel free to reach out to me directly--jlast@sportsandleisureresearch.com
- More Americans Deem President Trump The 'Enemy Of The People'
by
Joe Mandese
(Marketing Politics Weekly on
08/17/2018)
Interesting, and one might say misleading, spin on the headline and lead, given that the incidence of those selecting the president and the media were statistically equivalent (the difference is within the standard margin of error). To me, the more compelling take-away is that equal groups of those surveyed picked each choice, which shows the uncertainty and distrust of both. To me (a former national president of the Marketing Research Association) without passing my own judgement on the topic, a survey like this seems leading and is only apt to fan the flames of divisiveness. I guess I'll stick to writing about sports marketing, but just wanted to level set from a researcher's perspective.
- Goodbye To Surveys For Companies That Mine Social
by
Karl Greenberg
(Marketing Daily on
01/02/2013)
....And "Web MD" meant the end of going to doctors?! I fully appreciate the sensationalistic spin of the headline and lead, but as a former national president of the US Marketing Research Association and head of a full service marketing research company, I take real exception to the assertion of this piece that formal research is defunct. We're fully engaged in social media sentiment analysis as a powerful "directional" feedback lever. It is but another tool in the qualitative research tool kit. But to eschew the necessity of careful sample design and management, the deployment of rigorous analytics that cut through the noise and the construction of sophisticated methodologies that derive embedded belief systems and perceptions rather than the rantings of a self selected vocal minority is as sure a recipe for insight disaster as it would be to self prescribe disease treatment. Please embrace social media analysis, but let's save the eulogies, please.
- Frugality, Authenticity ... And Luxury
by
Bob Deutsch
(Marketing Daily on
09/25/2009)
Nicely done...and very consistent with much of the research that we are doing within the "affluent" community. What Bob is describing is in lockstep with what we've seen among the cohort of affluent Americans aged 39-49 (we call them the sandwich generation..wedged between easy boomer or gen x definitions and with values of both groups). These folks are now factoring in this zest for authenticity with a scaling back of conspicuous consumption, heightened child-centricity and a "survivor's guilt" that has created new marketing challenges (and opportunities) for a number of luxury brands and services. Happy to forward a piece that I authored on this, to any who are interested. It's also on our website (www.sportsandleisureresearch.com)
- Consumer Insights That Don't Cost Much
by
Dianne Admire
(Marketing Daily on
02/11/2009)
While I can certainly appreciate the desire to find cost efficiencies in a challenging economy, recognize that the old adage, "you get what you pay for", certainly applies with do it yourself marketing research. As the current national president of the Marketing Research Association (MRA) and the owner of a full service research firm that strives to deliver exceptional market insight at fair pricing, I have to caution organizations that try to cut corners in gathering consumer feedback to make business decisions. Good marketing research is a combination of art and science. MRA has rigorous educational offerings for its members and has established the only accredited certification program in the industry. Professional researchers understand the pitfalls that do it yourself efforts often fall prey to. Professional researchers know how to ask the right questions that get at true insight, in the proper contexts and environments that bring real feedback (rather than just the answer your customer might think you want to hear). They can properly identify representative rather than convenience samples, and even more importantly apply analytical techniques that get past the "obvious" and identify true opportunities to build a business. Garbage in equals garbage out. Caveat emptor! Jon LastPresidentSports and Leisure Research Group914-358-3558jlast@sportsandleisureresearch.com

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