
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
- Continuity, Connection Key In Pandemic-Compromised Sports World in
Marketing Insider on
02/09/2021
For all the doomsayers in the media, the NFL, in completing its season on time and without any cancellations, has fulfilled a brand promise.
- COVID Fatigue And The Return To Sports Venues in
Marketing Insider on
12/08/2020
What's behind the contradiction of consumers' buy-in to the threat of COVID surges, while increasing re-engagement in favorite activities?
- Sports Saturation? To Everything, There Is A Season in
Marketing Insider on
11/10/2020
A majority of fans agree that "there's so much sports in season now, I'm having trouble keeping up with everything."
- Competitive Integrity Vs. Melodrama: NFL's Marketing Win-Win in
Marketing Insider on
10/13/2020
The incessant melodrama of schedule shuffling -- accompanied by rumors of harsh penalties for teams that violate safety protocols -- has only fueled interest.
- Football As America: Ultimate Test Of Return To 'Normalcy' in
Marketing Insider on
09/08/2020
Kickoff is upon us, with a litany of different approaches. The NFL has largely left it to individual teams and local regulators to address live attendance.
- Golf's 'Perfect Storm' Amid Pandemic? in
Marketing Insider on
08/10/2020
The once anthemic "Golf2020" may actually turn out to be a banner year for an industry that many have unfairly criticized over the past decade.
- Why Sports Fans See The Windows Closing On 2020 in
Marketing Insider on
07/14/2020
Football, which seemed to be moving forward, impervious to the carnage in other sports, now has 55% of its fans strongly believing there will be no 2020 season.
- Majority Of Sports Fans 'Ready to Go, Now' -- Still, No Slam Dunk in
Marketing Insider on
06/09/2020
Today some 55% of sports fans who attended a live sports event in the past year, say they're currently willing to do so now, without hesitation.
- Tracking Fan Deprivation: How Sports Provide Connection Points During Shutdown in
Marketing Insider on
05/12/2020
In latest research, nearly half of sports fans said they would currently attend a live sporting event without hesitation -- significantly up from 34% in early April.
- A Path Forward For Sports, Travel, Leisure Industries in
Marketing Insider on
04/15/2020
In comparing attitudes in September 2001 and July 2009 to today, there is more consumer hesitancy now about returning to leisure activities.
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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