qic template synergy: what we are trying to achieve the following pages are intended to give...

QIC Template Synergy: What We Are Trying to Achieve

QIC Template Synergy: What We Are Trying to Achieve

The following pages are intended to give examples of a “look” we would like to present to clients that would help brand us as QIC. Please also feel free to use any of these pages/graphics to enhance the visuals in your own reports

The overall attempt is to shift a bit from text driven “findings” to more of a conceptualized presentation of the research results. Since much of what we do now positions qualitative as a Phase I part of the study to be followed by Phase II quantitative, it would be helpful for the qualitative to focus on hypotheses generation that can be tested in the next Phase.

Obviously, the choice of slides, etc. will depend on the focus of the study but the initial pages, Title, Background and Objectives as well as Methods should be fairly lock step and can be easily downloaded.

Not all of the slides are applicable but I believe it is in our best interests to utilize a stylistic approach that will solidify the QIC as a brand.

Copyright © 2006

Report TemplateCover Page

Report TemplateCover Page

Copyright © 2006

Background, Objectives, and Methods:

Templates & Examples

Background, Objectives, and Methods:

Templates & Examples

Background & ObjectivesBackground & Objectives

Management at Company conducted qualitative research among consumers and physicians in the US to determine the strengths and weaknesses of alternative positioning statements for Product X, a product expected to treat and prevent Type 2 Diabetes (and metabolic syndrome) by having positive effects on both glucose and lipids.

More specifically, research sought to: Uncover the current and potential emotional and rational breadth of each statement, and more specifically, determine;

» Key communication conveyed» Clarity of message» Meaning and relevance of message» Capacity to differentiate» Capacity to motivate

Outcomes of the research will:» Determine which statements have the greatest strategic impact» Identify statements to go to next quantitative phase» Identify optimization steps for the strongest statements

MethodsMethods

Research was conducted with both physicians and diabetes (T2D) patients in three locations: Bethesda, MD; Chicago, IL; and Phoenix, AZ.

Physicians: 49 In-depth interviews were conducted among: Endocrinologists (16) Cardiologists (12) Primary Care Physicians (21)

Patients: 10 focus groups were conducted among: Caucasian patients (4) African American patients (3) Hispanic patients (3)

Phoenix, AZ

Bethesda, MD

Chicago, IL

Report Body: Templates and ExamplesReport Body: Templates and Examples

Copyright © 2006

I. Brand Equity And Extendability

I. Brand Equity And Extendability

Equity and Extendability GraphicsEquity and Extendability Graphics

These slides are quite self-explanatory but do provide distinctive ways to display key shared and distinct profiles for brands and/or brandmarks.

The “Attitudinal Links Between Brands and People” help to establish product positioning that would reach the broadest consumer base while highlighting discreet imageries for other segments should the focus of the study be (in this case) “how to reach more of/talk to an urban teen base”.

The “Brand Equity Vision” is extremely helpful when you are trying to link core attributes, benefits and emotives with the resulting brand essence. It is an incredibly concise graphic to depict the key components that define brand essence. Clients like this model a lot since it is a one pager with a great deal of information.

The GE example that discusses “Focus on Prospects” is most helpful when you have a brandmark that means many diverse things to different consumer segments. It is a valuable way to delineate:

The strongest shared equities that underlie perceptions of the brand;

The challenges that have to be overcome to drive consideration;

Alienation issues that could arise from a business decision.

“Competitive Points of Difference” are simply quick ways to discriminate between/among brands.

Attitudinal Links Between Brands and PeopleAttitudinal Links Between Brands and People

There are clear intersects between how urban male teens view themselves and elements of Dew imagery.

Dew MeLooking for excitement

Know what we like

Define our own style/lifestyle

Like (aspire) to stand out in the

crowd

Extreme sports

High Risk

Juvenile

Crazy

Grounded

Low Key

Reckless

More mature

Rap/hip hop

Video games

Cars

Keeping it Real

Making your

own rules:“Carpe Diem”

ConfidenceOriginality

Exhilaration

Distinctive “signature” taste experience High energy

Smooth, Drinkable Texture

Caffeine, Sweet, Bold Color, Unique Taste & Texture, Unique Drinking Experience,

Energy, Smooth Drinkable Texture

Attribute

Functional/ Experiential

Benefit

Emotional/ Symbolic Benefit

Brand Essence

Brand Equity VisionBrand Equity Vision

An evolution from a brand equity that is about a “lifestyle” to one about an “attitude” can increase breadth & relevance.

GE as Long Established• Older (old-fashioned?)

• Stodgy

• No buzz

• My father’s company

Knowledgeability Lacking• Is it GE?

• I don’t hear much aboutthem — no advertising

• How much do they focus on this business?

Big GE Related (—)• Limited relationship

potential

• Get lost in system

• Won’t care about smaller deals

• No personalservice

Big GE Related (++)• Probably a leader

• Successful

• Deep pockets

• Stable

• Professional

• Conservative

?

For Some(Smaller investors)

For Some(More savvy)

For Some(Younger)

For Some(Less savvy)

On The Brand Equity Of GE Real Estate:Focus on Prospects

On The Brand Equity Of GE Real Estate:Focus on Prospects

Discussions with customer prospects indicated a diverse range of imagery and association linked to the GERE brand. This may well reflect the limited depth of knowledge existent in the New York market.

BEVERAGE SEGMENT

PROPEL POINT OF

DIFFERENCE

NET ADVANTAGE

SPORTS DRINK(ISOTONICS)

SPORTS DRINK(ISOTONICS)

Ease of drinkLess satiatingEase of drinkLess satiating

Lighter/more refreshing

For consumption during active that

occasion

Lighter/more refreshing

For consumption during active that

occasion

BOTTLED WATER

BOTTLED WATER

Gatorade branding

“Fitness water” description

Gatorade branding


More functional efficacy

Fit with active lifestyle needs



FRUIT FLAVORED WATER

FRUIT FLAVORED WATER

Added nutrients“More natural”

taste

Added nutrients“More natural”

taste

“Better for you”Great taste

“Better for you”Great taste

ENHANCED WATER*

ENHANCED WATER*

Gatorade branding


Gatorade branding






Sourcing The Propel Identity – Competitive Points of DifferenceSourcing The Propel Identity –

Competitive Points of Difference

Key Propel points of difference within these beverage realms can be summarized as follows:

FUNCTIONAL BENEFITS

What it does

REPLENISHESPut back what body lost

REPLENISHESPut back what body lost

MAINTAINKeep body at optimal efficiency

MAINTAINKeep body at optimal efficiency

EXPERIENTIAL BEFENFITSHow it feels

Highly involved taste experienceSerious medicine

satiating

Highly involved taste experienceSerious medicine

satiating

Lighter/Refreshing taste takeawayHydration/Re-hydration

Thirst quenchment

Lighter/Refreshing taste takeawayHydration/Re-hydration

Thirst quenchment

SYMBOLIC BENEFITS PerformancePerformanceFitness/Health/

“Well Being”Fitness/Health/“Well Being”

Solidifying The Footprint – Propel and Gatorade

Solidifying The Footprint – Propel and Gatorade

Respondents who consumed both Propel and Gatorade were able to delineate distinct benefit profiles for each brand as follows:

Copyright © 2006

II. Psychological Deep Dive /

Root Motivators

II. Psychological Deep Dive /

Root Motivators

The Psychology of QICThe Psychology of QIC

“Identifying Key Dimensions For Investigation” highlights the functional, experiential and emotional benefit platforms that we believe underscore attitudes and behavior.

Functionals are simply the action (“what it is);

Experientials involve the process (“how it is done”);

Emotionals/Symbolics are self-centered ego driven outcomes (“how it makes me feel”).

The Psychology of QICThe Psychology of QIC

Root motivators are attempts to look at the deepest/least conscious constructs that impact lifestyle and decision making. These can be developed from more cognitive processes as follows: Balance – reference to symmetry or equilibrium Cause/Effect/Responsibility – reference to events as linked deterministically Future/Possibility – references to events that could happen in time Nature/Natural – references to naturalness and its qualities – purity, organicity, homeostatis Past/Legacy – references to events in past which shape reality of today Positive Feeling – reference to any/all states of motivational aspiration Negative Feeling – reference to any/all states of motivational dysphoria Journey – references to unfolding/transformational life processes Alliance – reference to synergies of two or more entities Antagonism/Opposition – reference to opposition or dysynergies of two or more entities Resource – reference to entities/actions which positively facilitate or potentiate other entities/actions Ideal – reference to states of perfection, realization of desire System/Organism – reference to collections of entities that are organized and/or acting in synergy Enclosure -- reference to containment, protectedness Battle/struggle – reference to action processes between opposing forces Contrast/Paradox – references to qualities of entities, actions or setting that are internally opposed Transformation – references to processes leading to radical changes of state – evolution, revolution Belonging – references to things which go together naturally Gender – characterization of entities, actions or settings in terms of metaphoric masculinity/femininity Certainty/Mystery – reference to processes of knowing or understanding

The Functional

• Providing capital

• Providing the right product

• Providing competitive rates & pricing

GET THE JOB DONE

The Experiential

• Ease of doing business

• Speed of doing business

• People doing business

DIMINISH MY WORKLOAD

The Emotional

• Relationship

• Brand

ENHANCE MY TRUST & CONFIDENCE

$

Dynamics In The Commercial RE Context: Identifying Key Dimensions For Investigation

Dynamics In The Commercial RE Context: Identifying Key Dimensions For Investigation

Three key dimensions emerge, within which specific brand equity and consideration drivers may be identified.

Protection

Immediately after an MI event, feelings of shock and surprise -- as well as anxiety and stress about the possibility of another MI prevail.

The resulting desire is protection -- the need to be vigilant in order to be reassured of health/safety and able to relax.

Root Motivator Motivational Structure

Comprehension/Mastery

MI sufferers are confused about the nature of their heart attack and their treatment options. Feelings of doubt and helplessness prevail.

The resulting desire is comprehension and mastery -- seeking to understand the disease and make their own decisions about it.

Gaining clarity and certainty creates a sense of control they seek.

Acceptance

Feelings of anger and guilt for the initial occurrence of an MI trauma, as well as post-MI creates loneliness and isolation.

The resulting desire is acceptance -- reconstructing a positive self concept as well as positive relationships with others.

#1. The Root Motivators of Heart Disease#1. The Root Motivators of Heart Disease

Three root motivators shape patient’s attitudes toward the MI condition.

PHASE I:

Preventative Opportunity

(pre-MI trauma)

PHASE II:

ImmediatelyPost

MI Trauma

PHASE III:

Initial Skepticism, Questioning

Phase IV:

ReflectiveEvaluation

Doctor DeterminedHyper

Compliance

Growing Skepticism/

LearningNeed

Actively Looking For and

Evaluating Treatment Choices

MITrauma

Self Determined Preventative

Strategy

PROTECTIONMOTIVE

Stage:

RootMotivator:

Attitude Towards

Medication:

COMPREHENSION/MASTERY MOTIVE

(Focus on Comprehension) &ACCEPTANCE

MOTIVE

COMPREHENSION/MASTERY MOTIVE (Focus on mastery)

&ACCEPTANCE

MOTIVE

#2. The MI Treatment Decision Path#2. The MI Treatment Decision Path

There are four steps in the path to MI treatment. In each phase, a root motivator and associated attitude toward medication prevails. *** STAGE THEORY

PROTECTIONMOTIVE

It is important to note that among African Americans, acceptance of being HIV+ is hampered by cultural mores that stigmatize infected men as “gay” (regardless of sexual orientation) — where being gay is seen as the ultimate taboo in a community that places primary salient value of male virility.

Against this perceived community perceptions, gay African American males often misinformed family members/others that they contracted the disease as a IV drug user to avoid expected bias/rejection against gay males.

Finally, we note that: A number of African American males felt that Caucasians were more accepting of their diagnosis than other

African Americans. Those African Americans who had adequate insurance coverage and/or monetary means sought treatment outside

of the African American community to avoid discrimination.

THE JOURNEY

Mindset (examples)• Fear• Anger• Denial• Hollow/

empty

• Betrayal• Mistrust• Doom/gloom• Ostracized

Mindset (examples)• Confident• Educated• Belonging• Proud

• Taking care of self

• Accepting

Initial Diagnosis Today

The Journey to Acceptance: The StruggleThe Journey to Acceptance: The Struggle

Consistent with previous qualitative research findings (April, 2005), a majority of HIV+ males report an on-going challenge to achieve and/or maintain a positive sense of self. The transition is often framed as a journey which can be depicted as follows:

[See appendix A for complete list of personality traits]

DESIRED PRESENTATION

OF SELF/”WHO I AM”

“HOW I WANT TO BE SEEN”

PHYSICALStrongAttractiveMuscularEnergetic

PERSONAApproachableCreate a presenceStrength of characterSurvivorPositiveDeterminedResourcefulConfident

EMOTIONALCompassionateCaringSpiritualHigh self worth

MINDSETFocusedDeterminedAmbitious

PHYSICALIn good shape

HealthyWell groomed

Energetic

PERSONALike me

InterestingAccomplishedGoal oriented

“Nothing is going to stop me”

Confident

EMOTIONALCommitted

InvolvedStable

Human

MINDSETDetermined

Not a “quitter”Self-directed

IntelligentGoal oriented

SELF-PERCEPTION

PERCEPTION OF OTHERS

Defining and Projecting Sense of Self: Being a Valued Human

Defining and Projecting Sense of Self: Being a Valued Human

Respondents were able to delineate a number of key attributes/characteristics that they aspire to embody (inward) as well as others by which they want others to see them (outward). Specifically:

Is HIV+

Healthy

Long term survivor

Strong

Successful

Energetic

Well known/well liked

Intelligent

Educated

“Straight” African-American*

Motivated

WHO HE IS

Informed

Advocate

“Out there” (i.e. HIV+)

Comfortable with self

Confident

Sense of humor

Looked up to/admired (aura)

Ambitious

PRESENTATION OF SELF

Champion

Athletic icon

“Someone I’d like to know/be”

Not self-absorbed

Driven

Held in high self-esteem

One of us*VIEWED

BY OTHERS

* Key among African American respondents

The Image of Magic Johnson: An Overall Positive Profile

The Image of Magic Johnson: An Overall Positive Profile

Against the criteria of how HIV+ males aspire to feel/be (internal) and to be viewed by other (external), Magic is seen to provide a strong positive image equity profile. Specifically:

The Descent Into DespairThe Descent Into Despair

The barriers to effective communication in couples’ suffering from PE are significant essentially from the outset, and grow very substantially over time.

DOUBT

FEAR

DISTRUST

DYSFUNCTION

PARALYSIS

Am I ok? Is s/he?

What’s wrong?

What does s/he think/feel?What is s/he doing?

What’s happened to us?

I feel helpless, hopeless

WILL WE COME APART?

Copyright © 2006

III. Concept / Positioning Test / Response To

Ads/Promotions(Executional & Exploratory)

III. Concept / Positioning Test / Response To

Ads/Promotions(Executional & Exploratory)

CONCEPT / POSITIONING TEST / RESPONSE TO ADS/PROMOTIONSCONCEPT / POSITIONING TEST /

RESPONSE TO ADS/PROMOTIONS

There is nothing here of learning in the following sections. The intent is to present alternative ways to present data in a concise and useful manner.

Note that you can pull down any of the power point displays as you wish to insert into reports. These include the arrows etc. that are at the end of the document.

RECOMMENDATIONS: Proceed to quantitative Root of the problem is too colloquial for many (who preferred underlying pathology).

Singular root may be stronger than roots.

COMMUNICATIONS

Message: Clear message of going to the root by addressing metabolic issues. Reference to metabolic risk broadens to pre-diabetic use.

Clarity: Well conveyed by root of the problem, metabolic disease modifier (unfamiliar but understood) and change the course.

Credibility: Inflammatory markers, while controversial, can support claim; Level of claim promotes wait and see approach – though none reject outright; Uncertainty around definition of root problems diminished credibility. Advanced control questioned as action is similar.

IMPACT

Relevance: All agree with metabolic perspective;

Most want to treat patients with metabolic risk;

Targeting the root cause is preferred medicine.

Distinctiveness: Getting to root creates strong sense of differentiation;

Emotionality: Links to competence, modernity, power & confidence. Must rely on physician inference given that claim is a process attribute.

Motivation: Strong desire to know more based on root cause promise.

Response To Positionings: Metabolic Disease/Risk Modifier or

Root Of The Problem

Response To Positionings: Metabolic Disease/Risk Modifier or

Root Of The Problem Strongly supports good medicine and competency dynamics

Presenting a SegmentPresenting a Segment

Use this to represent key dynamics that shape our understanding of consumers within a product category

Key Attitudes

Dominant Needs

Typical Behaviors

How I am feeling

because of my profile

What I think about myself - my health, well-being and nutritional

profile

What I do as a result of my

profile

Insert summary profile of the

segment

Insert image representing the segment

Excellent Very Good Good Fair PoorConcept

Relationship Enhancement

Fee Productivity*

Franchise GrowthAppeal UsefulnessUniqueness Believability

Anticipated Outcome

National Savings

Challenge

Step Up to the Next Level

Fantasy Finance for

Kids

Life Event Solutions

Take Control Through

Education

Executive Summary - Higher-IncomeExecutive Summary - Higher-Income

2

4

7

8

Response to Alternative Package Prototypes


Consumer discussions provided feedback on a number key packaging parameters;

1. Font

Respondents preferred the fonts prototypes (#2, #4 , #7, and #8) :that wee seen as; Providing instant product recognition via large and easy to read font;

“I like the way it’s easy to read and stands out so you know it’s fruit and gel.”

Having child appeal; “The writing is fun, kids would like it and could read it.”

Respondents also noted a preference for the white outlining around “Fruit and Gel” on all fonts via potential product identity at purchase point: “It’s clear what it is because of the white background.” “It stands out better than the ones on the green background does.”

1, 5b5, 5a, 7a, 8

2a, 4



2. Amount of Product Shown and Mode

Respondents overall preferred to see the double cups of product as in 2a and 4, which communicates: Product amount;

“I like the double cut-out because you can see exactly how much you’re getting.”

“You can see the whole product and how much fruit is in it.”

Product identity; “It doesn’t even have to say ‘gel’ because you can look at the double cups

and that tells you what it is.” “You can just look at it and see the fruit, the gel and even tell what flavor it is.”

Respondents also preferred to see the single cup on the bottom(5, 5a, 7a, 8) over the single inverted cup (1, 5b) via: Perceptions of the bottom cup as a “real bowl”;

“They should keep the cup on the bottom, it looks like a real bowl that way.”

Negative associations with past Jell-O experiences; “That upside down one looks like a nasty old Jell-O mold

that grandma made on holidays.”

1, 2a, 4, 7a, 8

5, 5a, 5b

Response to Alternative Package PrototypesResponse to Alternative Package Prototypes

3. Size of Del Monte Brand Name/Logo vs. Fruit and Gel

Response to the Del Monte brand logo sizes was mixed, though the majority preferred the medium logo (5, 5a, 5b) noting the following purchase point advantages:

Immediate brand recognition; “I like the larger one because it really calls attention to the brand.” “If I was rushing down the aisle I’d go immediately to that name.”

Less likelihood of store-brand misidentification; “The Del Monte logo should stand out, otherwise people might think it’s the Shaw’s brand.”

Those preferring the small logo as in 1, 2a, 4, 7a, and 8, noted that it seemed:

More stylish overall; “Smaller is trendier, the big one looks like a tomato.”

Less intrusive; “If you take up too much space with the logo, there’s less to tell you about the product.”

Less generic in appearance; “The big logos are too overwhelming and somehow almost look too generic, like it’s not a good value.”



4. Preferences on Gel Pictures

Most respondents indicated a preference for less salient and smaller gel cubes as shown in 1, 4 and 8b, noting that all the other, larger ones seemed: Fake-looking;

“The big ones are too square, they look artificial.”

Reminiscent of other, more negative food cubes; “In almost all of them the big ones look like that gross hospital food.” “When I look at those I think of candy squares.”

Potentially dangerous to children; “The kids could choke on those big square pieces.”

The cube depictions in prototypes 1 and 7a were also liked for their white background, which made them seem: More natural;

“I like the way the cubes look against the white background, they seem more pure and less artificial.”

More clearly defined; “They stand out, you can see what they are.”

Finally, the bowl with cubes depiction (2a) was not well-liked overall via perceived lack of fruit inclusion clarity: “Those are just cut-up gel squares, not fruit pieces.” “I don’t know why they have that whole bowl of cubes there, it seems like it’s just Jell-O.”

1, 4, 8b

Analysis and Implications: Leveraging Key Process Dynamics

Analysis and Implications: Leveraging Key Process Dynamics

A sine qua non of the diabetes treatment process is linked to the need to play multiple rolesconcurrently – and the added work and burden related to the physician’s experience…

“Like 4 patients in 1.”

I’m a physician I’m a psychologist I’m a educator I’m a cheerleader/motivator I’m a disciplinarian

Can Product XProduct X play a role inrelieving the physician

burden by playing morethan one role itself?

ArrowsArrows

Copy and paste objects from this page to create or alter slides

NOTE: • The arrows can be altered by clicking on the object, and using the white dots that appear in the

corners to change the shape and size. The green dot is for rotating the object. • To prevent distortion of the object hold down the SHIFT key while using the mouse. This will allow

you to make an object larger or smaller while maintaining the original proportions.

NOTE: • The arrows can be altered by clicking on the object, and using the white dots that appear in the

corners to change the shape and size. The green dot is for rotating the object. • To prevent distortion of the object hold down the SHIFT key while using the mouse. This will allow

you to make an object larger or smaller while maintaining the original proportions.

Block – Shape Arrows Line Arrows

ShapesShapesNOTE: • All shapes can easily become text boxes; just select the shape and then start typing. • When typing in the box you may have to adjust the size of your shape to fit all the text

within (see notes on arrows page).

NOTE: • All shapes can easily become text boxes; just select the shape and then start typing. • When typing in the box you may have to adjust the size of your shape to fit all the text

within (see notes on arrows page).

text

text

text

text

qic template synergy: what we are trying to achieve the following pages are intended to give...

Documents