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Qualitative Research Consultants Association announces the February 2010 Qcast
Thursday, February 4, 2010
12:00 - 1:00 pm EST
From Zero to Marketing in 3.5 Days: Using Innovation Techniques to Find the Marketing Message
Speakers: Barbara Egel, Vice President, Primary Insights, Inc. and Nicole Leicht, Senior Marketing Research Analyst, Kimberly-Clark
When a change in business strategy created the last-minute need to completely revamp a key brand’s communications plan, Kimberly-Clark turned to Primary Insights and its consumer-centric Rapid Innovation method for help. This case study, first presented at the 2009 QRCA Symposium on Excellence in Qualitative Research, demonstrates how consumer input was combined with marketing team ideation over an intensive three and a half days to develop and document a completely new approach for the brand’s marketing effort, and gained approval for its recommendations in time to meet a looming deadline for the new year.
Barbara Egel has been a qualitative researcher at Primary Insights, Inc. for eight years. Her passion is for the guts of the development process—whether product or communication—and she shares the company’s specialty in sensitive topics. She has presented on qualitative analysis at three national QRCA conferences as well as the first annual Symposium. In addition, she has co-developed and taught a two day course to client teams on how to best use qualitative. In a previous career, she coached various Muppets and cartoon characters on their communication skills.
Nicole Leicht started in product development in Kimberly-Clark, and is currently part of Marketing Research & Analytics supporting the KOTEX brand. She presents research methods and findings on a regular basis within the company. In addition, she works with Michigan Tech University, presenting to students on the places one can go with a chemical engineering degree. She loves to see students’ eyes light up when they realize that there are other options than working with tanks full of very explosive materials. Nicole can often be caught planning her next vacation, typically involving hiking or scuba diving.
Qcasts are free of charge but pre-registration is required at http://www.qrca.org/calendar.cfm
Contact:
Matt Schroder: Director of Public Relations
mschroder@hartinc.com
Qualitative Research Consultants Association
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