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.
914-347-6672