- 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 SCAMPER, an acronym for techniques to spur innovation. - Examples are given of branding statements that position experts and their techniques for competitive differentiation in the qualitative research field.

1. Build Your Own
Qualitative Tools
- And Brand Them
A QRCA Presentation by
Jane Goldwasser and Missy Carvin

2. What is a brand?
Fit Colors
Material
Price
Age
Outlets
Gender
What sets one brand of jeans apart from another?

3. So how do you invent a
technique?
Creativity has been defined as
“adding A and B and getting ZAK!”

4. So how do you invent a
technique?
Take 2 or more
independent
things and
relate them in
some new and
unusual way.

5. So how do you invent a
technique?
Innovation = creativity that results in a
sustainable new product or idea.

6. Time to SCAMPER
• Substitute
• Combine
• Adapt
• Modify
• Put to other uses
• Eliminate
• Rearrange

7. So how do you brand
YOU?

8. Fill in the blanks:
To [target audience]
Brand [brand name]
Is the brand of [competitive frame]
That [major positioning]
Because [support statement]

9. Branding Research

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