Reposition Yourself

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New methodologies, increased competitive pressures, changing customer needs … how do you, an independent researcher, maintain the success you've attained and/or make deliberate, strategic moves to be more successful in the qualitative market research field today? Do you find it hard to describe how you stand out in the qualitative research crowd? This workshop will provide the tools to reposition yourself in today’s world and enable you to take the actions needed for success. It will include:

A brief introduction about personal brands and positioning
In small breakout groups, a discussion of the state of the qualitative marketplace today – and where you currently fit in it
Proven “purposeful reflections” and independent brainstorming exercises to help you create your new, improved, solidified image (based on the core benefits you bring to the marketplace)
An “action framework” for taking that image public and establishing your new positioning
As an attendee, you will leave the session having started the necessary work to determine where you are in your career, where you want to go, and how you can get there. Now is the time to focus on yourself and do the work you can’t afford not to do!

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Reposition Yourself

  1. 1. REPOSITION YOURSELF(Handouts made available for pre-conference download) Karen Lynch QRCA 2011 Conference QUALITATIVE MARKET RESEARCH
  2. 2. Quick agenda Please note … the first part of this presentation, which focuses on my story, has been intentionally left off of this handout. Also … some subsequent slides in this handout appear in a different order than I’ll present them so as to make more sense in this context. QUALITATIVE MARKET RESEARCH
  3. 3. If a brand remains stagnant in changing times, it runs the risk of becoming irrelevant and out-of-touch with contemporary consumers.From the book, Brand Like A Rock Star, by Steve Jones QUALITATIVE MARKET RESEARCH
  4. 4. Some changes our industry is facing•  Technology (new improved) allows for better remote/online interviewing ethnography. (A current hot topic is mobile qualitative.)•  Market research departments are smaller; marketing research budgets are tighter.•  Clients have expressed a desire for hybrid research ... blurring the lines between qualitative quantitative research.•  Clients are using DIY research methodologies: online communities, social media pages, and web-based survey options.•  Our competition has grown. There are more independent qualitative researchers around. Past clients are now independent researchers. Full-service suppliers have a competitive advantage. QUALITATIVE MARKET RESEARCH
  5. 5. Brands vs. personal brands•  A brand, according to the American Marketing Association, is a name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers.•  A personal brand is how individuals are identified as distinct from other individuals.•  Your personal brand? How you as an independent qualitative researcher are identified as distinct from other qualitative researchers. QUALITATIVE MARKET RESEARCH
  6. 6. Branding, positioning repositioningBranding: how are you known by theprospect.Positioning: how you are differentiated inthe mind of the prospect.Repositioning: how you adjust thoseperceptions, whether they are about you oryour competition. QUALITATIVE MARKET RESEARCH
  7. 7. People suffer from the samedisease as products. They tryto be all things to all people.From the book, Positioning: The Battle for your Mind, by Jack Trout QUALITATIVE MARKET RESEARCH
  8. 8. Brands with strong positions Let s play ... ✦  Volvo owns ___________ ✦  BMW owns ___________ ✦  Donald Trump owns ____________ ✦  Tom Peters owns ___________ ✦  Jamie Oliver owns ____________ ✦  Faith Popcorn owns ____________ ✦  Other examples? QUALITATIVE MARKET RESEARCH
  9. 9. Qualitative researchers with strong positions Let s play some more ... ✦  Bob Harris ✦  Judy Langer ✦  Pat Sabena ✦  Siri Lynn ✦  Jay Zaltzman ✦  Martha Guidry ✦  Jim Bryson ✦  Other examples? QUALITATIVE MARKET RESEARCH
  10. 10. “A true measure of a positioning concept is its simplicity. When presenting the concept to a potential buyer, youmust provide a clean, easily defensible, clearly articulated, emotionally satisfying, thoroughly convincing, superioranswer to the deceptively simple question, “Why should I purchase (qualitative) services from you?”.” Martha Guidry The Concept Queen QUALITATIVE MARKET RESEARCH
  11. 11. “The most successful companies, the most successful brands, the most successful people are the ones that standfor something. Who wants to be a moderator when you can be a concept queen? If your business is not defined, it doesnt mean anything.” Jim Bryson CEO, 20/20 Research QUALITATIVE MARKET RESEARCH
  12. 12. “It’s scary to focus on what you arebecause then you’re putting out there what you are not. But in limiting yourself, you discover yourself.” Karen Lynch, Caring Collaborator QUALITATIVE MARKET RESEARCH
  13. 13. Here s your individual challenge statement How might I differentiate myself in the minds of potential clients? QUALITATIVE MARKET RESEARCH
  14. 14. Personal Reflection Exercise 1: FreewritingAnswer the following questions if you can: ✦  What categories/segments/industries do you know best? ✦  What differentiating methods/approaches do you use? ✦  What special knowledge/expertise/education do you have? ✦  What kinds of clients have you been successful attracting in the past? ✦  Who is your best client? Your ideal client? ✦  What do your clients like about working with you? ✦  What are your core competencies? Your strengths? ✦  Where do you fall short? What shouldnt you do? ✦  What are your dream projects? ✦  What inspires you to work each day? QUALITATIVE MARKET RESEARCH
  15. 15. Personal Reflection Exercise 2: Brand Dictionary1. Choose seven words that you feel best describe yourbrand ✦  Use the list provided or come up with your own2. Chose seven that you think your customers would useto describe your brand ✦  Again, use the list provided or come up with your own3. What do those words mean? Why are they important? ✦  Capture those definitions and subsequent thoughts! QUALITATIVE MARKET RESEARCH
  16. 16. Here s just a few to jump start your thinking ...proper intelligent strategic friendlycreative honest homey comfortablestrict practical innovative proudliberal radical conservative articulateadvanced educated versed trainedexpensive cheap fast practicedquality methodical reliable personablestrong powerful happy influentialastonishing rare flexible freshsuperior distinctive eclectic perfectsecure hip fashionable unusualhilarious rough trendy welcomingedgy cultured pure leadingloyal raw enthusiastic normaldirect snarky brave optimisticwet sane lusterless organizedrelaxed polished moist respectfulfearless passionate new generousyoung humble mature QUALITATIVE MARKET RESEARCH
  17. 17. Personal Reflection Exercise 3: Visual stimulationTake a look at the images in the folder on your table. Take alook at the images on the walls of the room. Take a look atthe images in your head!Write down the things that matter most when it comes toyour business, things that you value, things that are yourguiding principles.Aim to capture at least three. QUALITATIVE MARKET RESEARCH
  18. 18. The most difficult part ofpositioning is selecting the one concept to hang your hat on.From the book, Positioning: The Battle for your Mind, by Jack Trout QUALITATIVE MARKET RESEARCH
  19. 19. Action Framework QUALITATIVE MARKET RESEARCH
  20. 20. Have you got it “right”Ask yourself some tough questions: ✦  Does this feel authentic? ✦  Does it make me my company intensely appealing? ✦  Does it have strong barriers to entry? ✦  Is anybody else out there doing it? QUALITATIVE MARKET RESEARCH
  21. 21. Ideas for your marketing strategyWrite your positioning statement: Enhance your online/social mediaWho you are and what audience presence:you serve ✦  LinkedIn ✦  FacebookReview your company name ✦  TwitterReview your company logo Work on your platform: ✦  BlogCreate marketing materials: ✦  Newsletter ✦  Business cards ✦  Magazine/web articles and or ✦  Letterhead guest blog posts ✦  Direct mailing pieces ✦  Speaking/radio engagements ✦  Website ✦  Book writing deals QUALITATIVE MARKET RESEARCH
  22. 22. ResourcesReis, Al, and Jack Trout. Positioning: The Battle for Your Mind. United States ofAmerica: McGraw-Hill, 2001. eBook.Trout, Jack. Repositioning: Marketing in an Era of Competition, Change, and Crisis.United States of America: McGraw-Hill, 2010. Print.Syverson, Andrea. BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants. Ithica, NY: Paramount Market Publishing, 2010. Print.Jones, Steve. Brand Like a Rock Star. Austin, TX: Greenleaf Book Group Press, 2011.Chapter 1. eBook.Martha Guidry, Marketing Concepts that Win!  Save Time, Money and Work byCrafting Concepts Right the First Time. Austin, TX: Live Oak Book Company, 2011.Print.Williams, Tim. Positioning for Professionals: How Professional Knowledge Firms CanDifferentiate Their Way to Success. Hoboken, NJ: John Wiley Sons, 2010. eBook.Peters, Tom. The Brand Called You. Fast Company. August 31, 1997. September 1,2011 http://www.fastcompany.com/magazine/10/brandyou.html QUALITATIVE MARKET RESEARCH
  23. 23. About Karen Lynch Collaborating with market research managers, consultants, and account planners since 1991 ✦  Achieved B.S. in Marketing, Fairfield University (1991). By the end of that year was started as a qualitative research specialist. ✦  Trained in theory techniques of focus group moderation at RIVA Moderator Training Institute. ✦  Completed the Springboard Program the Leadership Development Program at the Creative Problem Solving Institute (CPSI). ✦  Is versed in facilitation, ideation/brainstorming techniques, creative problem solving models (CPS Synectics). ✦  Is qualified to administer the Myers-Briggs Type Indicator (MBTI). ✦  Is frequently asked to speak at both personal and professional events. ✦  Publishes non-fiction essays articles covering a variety of topics. Phone: 203.292.0654 Web: www.karenlynch.com Email: karen@karenlynch.com QUALITATIVE MARKET RESEARCH

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