It's only fitting that I draft this
year's holiday note from an airplane as I often evoke one of George
Clooney's lines from the film "Up in the Air" as I traverse this great
land in pursuit of insights to support our clients. In the iconic scene
where Clooney's character crosses a threshold of lifetime miles flown,
his airplane seat mate (a celebrity pilot for his airline of choice)
asks him where he is from. Clooney's character's deadpan reply is, "I'm
from up here."
There's a lot of metaphorical
poignancy in that scene. Yes, the road warrior lifestyle is one that I
can relate to. But in total candor, it's a life that I relish. I've
always believed that one can grow stale, absent the opportunity to be
out and about. As researchers a core element of our firm's mission is to
seek deeper understanding of the markets that we study. Tantamount to
that is a willingness to get dirty, roll up the sleeves and immerse
ourselves in the lives of consumers and constituents that our clients
rely on as customers. One can't accomplish that from the perch of an
ivory tower.
That's why we often advocate a mixed
modality approach to our studies, when client budgets and insights
objectives allow for us to physically get in the field and personally,
see hear and become immersed in the sports and leisure space. That's why
all aspects of every project involve the direct involvement of myself
and other SLRG Senior partners. Finally, that's why Clooney's reference
also serves as a thoughtful reminder that to do great research we can't
afford to only be "from up here," but requires a realistic application
of not only data, but direct observation and contemplation of the
context behind it.
As I've often written in MediaPost,
other journals and this newsletter, the nature of one's focus on the
industry or product category in which we specialize is a double edge
sword...we often know too much and assume that our target customers are
just as locked in as we are. Good research imperatively removes those
blinders.
So, now into our second decade, Sports
and Leisure Research Group maintains its core mission to provide
poignant and pragmatic insights and understanding for our valued
clients. We look forward to the opportunity to deploy both cutting edge
newer research modalities and to continue to embed ourselves in various
sports and travel venues in an ongoing labor of love that fosters
lifelong learning. I am grateful for those on our SLRG team who continue
to share these values and remain committed to put in the tireless
effort and dedication that makes our mission a reality. At this often
reflective time of year I am again humbled by and thankful for the
clients who entrust us with the opportunity to serve them.
My Kindest wishes for a joyous holiday season and a prosperous new year.
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