Speakers of TMRE 2009: Jon Last, Sports & Leisure Research Group

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, who will be facilitaing the workshop "D-I-Y Research Needn’t be a Dirty Word—A Practical Guide for Profit and Value" on Sunday, October 18, and presenting "Research Quality from the MR Buyer's POV" during The Research Industry Summit on Data Quality on Monday, October 19 . To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Jon: We've just completed the largest attitudinal segmentation study of the US golf market ever conducted. I'm particularly encouraged with this, since this is a study that I have done previously over the past 15 years so we will not only derive a great snapshot of current attitudes and behaviors, but will have substantial trending and tracking insight to draw from.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Jon: For a long time I've spoken about the need for MR departments and firms to become more like marketing consultants, and I continue to believe that over the next five years those organizations that more closely follow this model, will be the ones that thrive, while others will be relegated to lesser roles.

3. What inspired you to get in the field? What keeps you motivated?
Jon: Like many, the profession found me as much as I found it. I've always been motivated by the zest to learn more about what motivates people and how that can be translated into actionable marketing strategies. I've also maintained a belief that marketing research should be something that drives decision making, and with our firm I now have the opportunity to focus on that, directly.