- The document discusses how to invent and brand qualitative research techniques for targeting specific audiences.
- It provides tips for creativity such as combining unrelated things in new ways and putting ideas to different uses to drive innovation.
- Examples are given for branding yourself as a research expert targeting a specific niche like Hispanic audiences or focusing on a technique like using "building blocks" for new product development.
8. Fill in the blanks:
To [target audience]
Brand [brand name]
Is the brand of [competitive frame]
That [major positioning]
Because [support statement]
10. 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?
11. 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?
12. 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
13. New Directions Consulting –
The Building Blockssm People
• Brand name technique
• Focus on new product development
• All services support core area of expertise
14. Missy Carvin & Jane
Goldwasser
New Direction Consulting, Inc.
Jane@new-directions-inc.com
Missy@new-directions-inc.com
914-347-6672