Reposition Yourself

QUALITATIVE MARKET RESEARCH

REPOSITION YOURSELF (Handouts made available for pre-conference download)

Karen Lynch��QRCA 2011 Conference


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.


“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


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.


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.


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.


“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


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 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?


“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


“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


“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


Here’s your individual challenge statement

How might I differentiate myself in the minds of potential clients?


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:


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!


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


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.


“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


Action Framework


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?


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:

✦ LinkedIn

✦ Facebook

✦ Twitter

Work on your platform:

✦ Blog

✦ Newsletter

✦ Magazine/web articles and or guest blog posts

✦ Speaking/radio engagements

✦ Book writing deals


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>


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

Reposition Yourself

Business

Transcript of Reposition Yourself