What Do We Charge Now?: Most sports marketing research lacks the methodological rigor and sophistication that I've seen in other categories, but it certainly doesn't lack sizzle.READ ARTICLE»

I Have Met The Fan/Customer And They Are NOT Us!: You undoubtedly possess an obsessive focus on the brands or properties that you represent, but that probably disqualifies you from having a true understanding of your customers. READ ARTICLE»

June 2010 PGA Magazine: Select highlights from Sports and Leisure Research's Golfer Portraits segmentation study, conducted for the PGA, are featured. The item hones in on golfer habits and attitudes regarding formal golf instruction. READ ARTICLE»

Listening To AND Asking The Customer: Despite being a staunch advocate of classical marketing research methodologies, I'm actually starting to buy into some of the "buzz du jour" about social media as a viable tool for measuring fan sentiment. READ ARTICLE»

Engage Fans With A New Kind Of 'Community': "Fan" audits run the gamut, but when it comes to understanding the sports consumer's mindset, the common theme seems to be the ability to consistently engage an audience. READ ARTICLE»

Golf Searches For Its Feminine Side: John Paul Newport's column features the findings of a new SLRG study identifying the most critical elements for improving women's satisfaction with and participation in golf. READ ARTICLE»

NY MRA's Chapter Matters newsletter features a brief recap of the Febuary sports research panel discussion moderated by SLRG President Jon Last. The session featured the research directors for all four major professional team sports leagues. READ ARTICLE»

The Lamp Post Revisited: In the March 9th Marketing: Sports SLRG President Jon Last speaks to the three most important things that marketers should think about when measuring or justifying sponsorship ROI. READ ARTICLE»

Activate! eMagazine - SLRG research on the golfer mindset in 2010 and its implications for golf facility operators is highlighted in this feature story from the March 2010 issue of Activate! READ ARTICLE»

The Big Book of Marketing - Cruise Industry Case Study by Sports and Leisure Research Group is featured in Professor Anthony G. Bennett’s January 2010 McGraw Hill Text book on marketing. The case appears in Chapter five—Marketing Research. To order a copy, please contact SLRG, or McGraw Hill special markets division. READ ARTICLE»

Is That Spokesperson A Kia Or A Mercedes? by Jon Last, Tues, Feb 9, 2010. Long before TMZ discovered sports, and every gossip and media entity unilaterally decided that it was their rightful place to comment on the personal lives of athletes,… READ MORE»

Gilford Securities' PGA Merchandise Show 2010 Report.
Gilford Securities extensively quotes Sports and Leisure Research data. PDF DOWNLOAD»

Gilford Securities' analyst Casey Alexander reiterates his buy rating on Callaway Golf Stock and cites results from Sports and Leisure Research Group's January 2010 Golfer Consumer Mindset study. PDF DOWNLOAD»

Are we stuck in a 'New Normal'? by Jon Last, Tues, Jan 12, 2010. As we bid goodbye to the first decade of the 21st century, I'm reminded of the often-quoted first line of Charles Dickens' A Tale of Two Cities "It was the best of times, it was the worst of times"… READ MORE»

Jon Last featured in the annual "Predictions Issue" of Research Business Report. "Despite murmurs of economic optimism, the research profession will continue to see the lingering effects of the past 18 months. READ MORE»

Leverage Fan Insights As An Asset: by Jon Last, Tues, Dec 8, 2009. It amazes me how many sports marketers remain addicted to a product rather than a consumer focus when positioning their properties. The typical sell for event sponsorships, or advertising… READ MORE»

The evolution & role of ROI in sports: Join Jon Last and the National Sports Marketing Network, as the sports marketing industry gathers to discuss the importance of sports sponsorship as part of a company’s overall global marketing plan. Dec. 8, 2009 READ MORE & RSVP»

Pursuit Of 'Value' Is Grounded In Shifting Values: by Jon Last, Tuesday, Nov 10, 2009. It's bothersome that, for many, discounting appears to be the catch-all cure to attempt to win back consumers who have cut back on their sports-related spending. READ MORE»

Speakers of TMRE 2009: In the weeks leading up to The Market Research Event 2009, we're going to be hearing from the speakers of The Market Research Event. This week we have Jon Last, President, Sports & Leisure Research Group. READ MORE»

Don't Become An ROI Measurement 'Victim': by Jon Last, Tuesday, Aug 11, 2009, 11:15 AM. As sports property holders and their agencies face louder and more incessant demands from sponsors/partners to demonstrate return on their marketing investment... READ MORE»

Golf Week Article - Private Clubs Face a New Reality. Jon Last was featured in GolfWeek columnist Brad Klein's June 20th, 2009 article on the state of private clubs and the impact of changing consumer demand dynamics on attracting and retaining members. READ MORE»

The Great Escape: by Jon Last, Tuesday, May 19, 2009, 11:15 AM
Our early 2009 consumer sentiment work with a representative sample of golfers suggests that this market, at least attitudinally, is looking for refuge from the pervasive negativity. READ MORE»

FY'10 MRA Board Announced: In June, SLRG President Jon Last assumes the Honorary/Past President role on the Marketing Research Association board after serving as national president over the past twelve months.

Jon Last featured in the annual "Predictions Issue" of Research Business Report. PDF DOWNLOAD»

After almost seven and a half years as VP-corporate marketing, research and brand development for Conde Nast's Golf Digest Publications, current national Marketing Research Association President Jon Last has launched READ MORE»

In New York, former Golf Digest Publications VP Jon Last has launched his own marketing research and strategy consultancy, Sports and Leisure Research Group. Sports and Leisure Research Group. Last is the current President READ MORE»

Meet MRA's New President! Over the past seven years at Golf Digest Publications, I’ve had a unique opportunity, to integrate the traditional functions of a marketing department (strategic planning, market positioning, business analysis... READ MORE»

"Golfers tend to seek out a luxurious type of experience with all of the products and services that they buy," says Jon Last, vice president of corporate marketing, research and brand development for Golf Digest Publications. READ MORE»

Also of interest: Luncheon speaker JJ Cramer, Survey Sampling International’s business development director, produced cogent talk on key issues with online respondents: dissecting professional respondents READ MORE»

GOLF: Mastering the changing Business of a Classic Game. The business of golf has enjoyed unprecedented growth over the past 20 years, unsurpassed by virtually any other participatory sport. At the same time, golf's growth has not continued... READ MORE»

OUT OF CONTROL Consumers have taken over your marketing. How to Deal? "[Views into our audience have become more pervasive in our activities], whether it's investing more seriously as we have in the development of our Web site..." READ MORE»

Pushing and Positioning MR as Means Toward Successful Business Ends Media research often serves as little more than an advertising sales force go-for unless proactive steps assert its broader value. The 15-year career of Jon Last... READ MORE»