
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
- 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.
- True Story: Sports Remains At Apex Of Passion Marketing in
Marketing Insider on
07/12/2022
Sometimes the best illustration of sports' power to create unique connections with fans happens organically. I was recently witness to such an example.
- It's U.S. Open Week -- Can We Stop Talking About LIV Golf? in
Marketing Insider on
06/14/2022
It's not the first time I've read false predictions of massive transformations, foundational shifts or the demise of a sport as we know it for being "too antiquated."
- 'The Great Re-Prioritization' And Its Impact On Leisure in
Marketing Insider on
05/10/2022
Even as we've begun to emerge from COVID, research has shown a greater prioritization of work-life balance.
- Marketing Athletes: 'Super-Human' Beats 'Superstar' Every Time in
Marketing Insider on
04/12/2022
Building larger-than-life player personas can backfire. Humanizing athletes can be a magic recipe for creating stronger fan engagement.
- Social Media Clamor Can Undermine Sports Marketing Decisions in
Marketing Insider on
03/08/2022
Social media shaming should not pass for empirical and nationally representative fact.
- Sports As The New 'Cocooning' Activity in
Marketing Insider on
02/08/2022
Sports continue to serve as an oasis from the stresses of daily life. In a key metric, we now see 91% re-engaging in favorite activities without hesitation.
- Sports Marketing Can Break Through 'New Normal' Isolation in
Marketing Insider on
01/11/2022
In its simplest form, sports creates kindred spirits in times where physical social connection continues to be limited or compromised.
- Why Sports Marketers Need Multipronged Marketing in
Marketing Insider on
12/14/2021
To reach a half a million core fans who are an active and often viral part of a fan community is inevitably more valuable than getting three million impressions.
- Will Sports Benefit From Greater Post-Pandemic Time Flexibility? in
Marketing Insider on
11/09/2021
The previously immovable obstacle of finding more time to engage in sports, or any leisure activity, has potentially been transformed.
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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