qrca presentation: build your own tools and brand them

Download QRCA Presentation: Build Your Own Tools and Brand Them

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  • 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?

  • Whats 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