Build Your Own

Qualitative Tools

- And Brand Them

A QRCA Presentation by

Jane Goldwasser and Missy Carvin

What is a brand?

Gender

Age

Material

ColorsFit

Outlets

Price

What sets one brand of jeans apart from another?

So how do you invent a

technique?

Creativity has been defined as

“adding A and B and getting ZAK!”

So how do you invent a

technique?Take 2 or more

independent

things and

relate them in

some new and

unusual way.

So how do you invent a

technique?Innovation = creativity that results in a

sustainable new product or idea.

Time to SCAMPER

• Substitute

• Combine

• Adapt

• Modify

• Put to other uses

• Eliminate

• Rearrange

So how do you brand

YOU?

Fill in the blanks:

To [target audience]

Brand [brand name]

Is the brand of [competitive frame]

That [major positioning]

Because [support statement]

Branding Research

Branding “research”

• Who did you interview?

• How many per group?

• Where did you conduct research?

• What types of exercises?

• How long was the debrief?

• How many groups total in the project?

• What kind of report?

What’s your hook?

• What differentiates YOU from

“everyone else”?

• Why should a client call you instead of

someone else who does focus groups?

• How can you brand your techniques?

Ricardo Lopez –

Hispanic Research Expert• The expert in Hispanic Research

• Articles and public speaking engagements

support position

• Currently extending the brand to include all

research, not just qual

New Directions Consulting –

The Building Blockssm People• Brand name technique

• Focus on new product development

• All services support core area of expertise

Missy Carvin & Jane

Goldwasser

New Direction Consulting, Inc.

Jane@new-directions-inc.com

Missy@new-directions-inc.com

914-347-6672