Build Your Own
  Qualitative Tools
     - And Brand Them
    A QRCA Presentation by
Jane Goldwasser and Missy Carvin
What is a brand?
                     Fit            Colors
                 Material
                                    ...
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
  ...
So how do you invent a
                 technique?
Innovation = creativity that results in a
   sustainable new product or...
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...
Branding Research
Branding “research”
      • Who did you interview?
      • How many per group?
      • Where did you conduct
        resea...
What’s your hook?
• What differentiates YOU from
  “everyone else”?
• Why should a client call you instead of
  someone el...
Ricardo Lopez –
     Hispanic Research Expert
• The expert in Hispanic Research
• Articles and public speaking engagements...
New Directions Consulting –
  The Building Blockssm People
• Brand name technique
• Focus on new product development
• All...
Missy Carvin & Jane
         Goldwasser
New Direction Consulting, Inc.
Jane@new-directions-inc.com
Missy@new-directions-in...
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Build Your Own Qualitative Tools and Brand Them

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A presentation given to the Qualitative Research Consultants Association in October, 2008 and May 2009.

Published in: Business, Technology
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Build Your Own Qualitative Tools and Brand Them

  1. 1. Build Your Own Qualitative Tools - And Brand Them A QRCA Presentation by Jane Goldwasser and Missy Carvin
  2. 2. What is a brand? Fit Colors Material Price Age Outlets Gender What sets one brand of jeans apart from another?
  3. 3. So how do you invent a technique? Creativity has been defined as “adding A and B and getting ZAK!”
  4. 4. So how do you invent a technique? Take 2 or more independent things and relate them in some new and unusual way.
  5. 5. So how do you invent a technique? Innovation = creativity that results in a sustainable new product or idea.
  6. 6. Time to SCAMPER • Substitute • Combine • Adapt • Modify • Put to other uses • Eliminate • Rearrange
  7. 7. So how do you brand YOU?
  8. 8. Fill in the blanks: To [target audience] Brand [brand name] Is the brand of [competitive frame] That [major positioning] Because [support statement]
  9. 9. Branding Research
  10. 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. 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. 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. 13. New Directions Consulting – The Building Blockssm People • Brand name technique • Focus on new product development • All services support core area of expertise
  14. 14. Missy Carvin & Jane Goldwasser New Direction Consulting, Inc. Jane@new-directions-inc.com Missy@new-directions-inc.com 914-347-6672

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