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!

1. REPOSITION YOURSELF
(Handouts made available for pre-conference download)
Karen Lynch
QRCA 2011 Conference
QUALITATIVE MARKET RESEARCH

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. 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. 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. 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

6. 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

7. 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

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. 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. “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

11. “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

12. “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

13. Here s your individual challenge statement
How might I differentiate myself
in the minds of potential clients?
QUALITATIVE MARKET RESEARCH

14. Personal Reflection Exercise 1: Freewriting
Answer 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 shouldn't you do?
✦ What are your dream projects?
✦ What inspires you to work each day?
QUALITATIVE MARKET RESEARCH

15. 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

16. Here s just a few to jump start your thinking ...
proper intelligent strategic friendly
creative honest homey comfortable
strict practical innovative proud
liberal radical conservative articulate
advanced educated versed trained
expensive cheap fast practiced
quality methodical reliable personable
strong powerful happy influential
astonishing rare flexible fresh
superior distinctive eclectic perfect
secure hip fashionable unusual
hilarious rough trendy welcoming
edgy cultured pure leading
loyal raw enthusiastic normal
direct snarky brave optimistic
wet sane lusterless organized
relaxed polished moist respectful
fearless passionate new generous
young humble mature
QUALITATIVE MARKET RESEARCH

17. 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

18. 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

19. Action Framework
QUALITATIVE MARKET RESEARCH

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. Ideas for your marketing strategy
Write your positioning statement: Enhance your online/social media
Who you are and what audience presence:
you serve ✦ LinkedIn
✦ Facebook
Review your company name
✦ Twitter
Review your company logo
Work on your platform:
✦ Blog
Create 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. 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

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