Additional resources
Using Projective Techniques In Qualitative Research - 2 Hour
Training CD-ROMs
A 2 Hour Training CD-ROM (Video) For Use In Focus Groups And
In-Depth Interviews
For decades, the marketing
community has been aware that there are emotional and psychodynamic
factors that drive brand selection and loyalty. Even in today's
price-sensitive economy, the imagery attached to brands goes far
beyond product attributes, functional benefits and price to sell
products.
All
products and brands develop personas in consumers' minds.
All products/brands project
varying user images, which differ by audience. Members of one
audience may buy a product because it makes them feel affluent.
Members of another, which values thrift, buy a brand because it
makes them feel like smart shoppers.
Taking this another step, consumers
buy products with imagery that is either consistent with their
positive view of themselves (“I’m sophisticated and therefore buy
this type of wine to complete my image”) or which conveys a
plausible aspirational model - something they would like to be and
believe they could conceivably achieve (“I can be a real ladies’ man
if I drive a sports car.”).
The essential component of Brand
Character goes far beyond advertising slogans and packaging.
Click the link above to learn more now!
The Art of Focus Group Back Room Effectiveness
| Are You Involved In Focus Groups
On Either Side of the Mirror? Would you like to
learn a structured method for making the most of the experience?
The "Art of Focus Group Back Room Effectiveness" is a 3.5 hour
training CD for market researchers addressing the often asked
but rarely answered question of how to create an effective and
enjoyable back room experience for focus groups and individual
interviews. Would You like to help your Marketing Team
make the most of Backroom Observation? After
receiving many requests from clients to help observers in the
backroom learn how to use what they saw, heard and experienced
for optimum results, "The Art of Focus Group Back Room
Effectiveness" was created by Sharon Livingston, PhD and the
professional staff at Executive Solutions, Inc.
The Travel, Salaries and Time Spent at Typical
Focus Group Project is Enormous....
But with a little forethought and planning, you can get MUCH
more for your money! As
marketers and researchers all of us have seen plenty of back
room teams, ... the good, the bad, and the ugly! Some of them
are well focused, organized, and able to effectively enhance the
research process. For these teams the take-away is relevant,
cohesive, and actionable marketing insights.
On the other hand, there are many teams who
unwittingly and unknowingly contaminate the process and
interfere with the effectiveness of the entire process. The
problem is, it's rare for focus group observers to be given a
formal training process to learn how to best utilize the
experience. They often don't know what to listen for, how to
recognize genuine insights, how to effectively divide their
attention between both the front and the back room, what to
discuss during the debriefing session, how to supervise the
moderator to meet their goals, what types of insights can be
realized immediately vs. those that require a few weeks of
analysis, how to encourage an iterative process . . . Couldn't
we all go on and on? In "The Art of Focus Group
Back Room Effectiveness", experienced researchers share their
observations and findings from both client and supply side
experiences. Click the link above for more information
now! |
The Name
Works® - A Powerful Technique For Crafting The Perfect Name For
Your Product, Service, Or Company
Product names need to be meaningful, memorable and ownable - your
entire brand in just a word.
Executive Solutions has a 20-year track record of creating names
that work.
The Name Works® is a collaborative technique that
draws upon the hidden reservoirs of imagination. It distills the
product's core attributes and appeal into a memorable and meaningful
brand name.
The Name Works® is a conduit for a continuous stream
of ideas. From those ideas have come some of the names you know that
we were instrumental in developing:
Some other popular names you may be familiar with include "Promega"
fish oil supplement, "Sun Source" vitamins, "Kudos" granola bars, "Zeltser
Seltzer" soft drink, & "Whiskas" for Kal Kan.
We believe we are the only full service marketing research firm
with such extensive experience in name development and evaluation.
In general, our program has had great success in creating unique
images through names that are at once memorable, crisp, targeted,
easy to read/pronounce and to the point of the organization's
distinctive position in its market.
Our client list includes American Express, Exxon, Nabisco,
Planters-LifeSavers, Burger King, General Foods, M&M Mars, Kal Kan,
Anne Klein, JCPenny, Tommy Hilfiger, Guess, AT&T, NYNEX, Ford Motor
Company, Chevrolet, Eastman Kodak, Sandoz, Ciba-Geigy, Mead Johnson
& Merck Agvet, Uniroyal Goodrich, Gore, Anheuser Busch, and dozens
of others. Executives frequently turn to us after months or even
years of frustrating development efforts. We've worked in almost
every category.
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