reposition yourself
DESCRIPTION
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!TRANSCRIPT
QUALITATIVE MARKET RESEARCH
REPOSITION YOURSELF (Handouts made available for pre-conference download)
Karen Lynch���QRCA 2011 Conference
QUALITATIVE MARKET RESEARCH
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
“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
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
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 seller's 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
Branding, positioning & repositioning
Branding: how are you known by the prospect.
Positioning: how you are differentiated in the mind of the prospect.
Repositioning: how you adjust those perceptions, whether they are about you or your competition.
QUALITATIVE MARKET RESEARCH
“People suffer from the same disease as products. They try to be all things to all people.”
From the book, “Positioning: The Battle
for your Mind,” by Jack Trout
QUALITATIVE MARKET RESEARCH
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
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
“A true measure of a positioning concept is its simplicity. When presenting the concept to a potential buyer, you
must provide a clean, easily defensible, clearly articulated, emotionally satisfying, thoroughly convincing, superior
answer to the deceptively simple question, “Why should I purchase (qualitative) services from you?”.”
Martha Guidry
The Concept Queen
QUALITATIVE MARKET RESEARCH
“The most successful companies, the most successful brands, the most successful people are the ones that stand
for something. Who wants to be a moderator when you can be a concept queen? If your business is not defined, it
doesn't mean anything.”
Jim Bryson CEO, 20/20 Research
QUALITATIVE MARKET RESEARCH
“It’s scary to focus on what you are because then you’re putting out there what you are not.
But in limiting yourself, you discover yourself.”
Karen Lynch, Caring Collaborator
QUALITATIVE MARKET RESEARCH
Here’s your individual challenge statement
How might I differentiate myself in the minds of potential clients?
QUALITATIVE MARKET RESEARCH
Personal Reflection Exercise 1: Freewriting
✦ 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 shouldn't you do?
✦ What are your dream projects?
✦ What inspires you to work each day?
Answer the following questions if you can:
QUALITATIVE MARKET RESEARCH
Personal Reflection Exercise 2: Brand Dictionary
1. Choose seven words that you feel best describe your brand
✦ Use the list provided or come up with your own
2. Chose seven that you think your customers would use to describe your brand
✦ Again, use the list provided or come up with your own
3. What do those words mean? Why are they important?
✦ Capture those definitions and subsequent thoughts!
QUALITATIVE MARKET RESEARCH
Here’s just a few to jump start your thinking ... proper
creative
strict
liberal
advanced
expensive
quality
strong
astonishing
superior
secure
hilarious
edgy
loyal
direct
wet
relaxed
fearless
young
intelligent
honest
practical
radical
educated
cheap
methodical
powerful
rare
distinctive
hip
rough
cultured
raw
snarky
sane
polished
passionate
humble
strategic
homey
innovative
conservative
versed
fast
reliable
happy
flexible
eclectic
fashionable
trendy
pure
enthusiastic
brave
lusterless
moist
new
mature
friendly
comfortable
proud
articulate
trained
practiced
personable
influential
fresh
perfect
unusual
welcoming
leading
normal
optimistic
organized
respectful
generous
QUALITATIVE MARKET RESEARCH
Personal Reflection Exercise 3: Visual stimulation
Take a look at the images in the folder on your table. Take a look at the images on the walls of the room. Take a look at the images in your head!
Write down the things that matter most when it comes to your business, things that you value, things that are your guiding principles.
Aim to capture at least three.
QUALITATIVE MARKET RESEARCH
“The most difficult part of positioning 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
Action Framework
QUALITATIVE MARKET RESEARCH
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
Ideas for your marketing strategy Write your positioning statement: Who you are and what audience���you serve
Review your company name
Review your company logo
Create marketing materials:
✦ Business cards
✦ Letterhead
✦ Direct mailing pieces
✦ Website
Enhance your online/social media presence:
Work on your platform:
✦ Blog
✦ Newsletter
✦ Magazine/web articles and or guest blog posts
✦ Speaking/radio engagements
✦ Book writing deals
QUALITATIVE MARKET RESEARCH
Resources Reis, Al, and Jack Trout. Positioning: The Battle for Your Mind. United States of America: 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 by Crafting Concepts Right the First Time.” Austin, TX: Live Oak Book Company, 2011. Print.
Williams, Tim. “Positioning for Professionals: How Professional Knowledge Firms Can Differentiate 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
About Karen Lynch
✦ 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: [email protected]
Collaborating with market research managers, consultants, and account planners since 1991