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- Making Projectives Projectable
- Projective Techniques – 10 Examples
- Identity Crisis – Brand vs. User?
- Sharon’s 7 Secrets for Selling Marketing Research Services
- Controlling The Alter Leader in Focus Group Research. Where They Sit Can Tell You Where They Stand!
- Murphy’s Law of Group Dynamics – Managing the ‘Super Grumpy’!
Interviews
What if you understood something about your clients and their issues that no one else did.
What if you could see the entire STORY your client was engaged in … the problem they want to solve, what role they want you to play, how they want you to transform their lives, their businesses?
Emotional Insights are soooooo intriguing and useful.
Hear for yourself in this interview about archetypes and emotions.
Let me know what you think.
IconiCards use archetypes to encourage free association of words, feelings and images related to any issue, brand, product or service you can imagine. Archetypes are simply roles and behaviors we all relate to because they are an ingrained part of human existence. Everyone understands what role a rescuer plays, or a slave, or an innovator. We can create stories around these themes because they are universal; they’re archetypes. IconiCards let your subject assign an archetype to the issue you’re studying and then free associate descriptions of what that archetype means to them.
The exercise can be as simple as choosing a card and describing it with five adjectives. But don’t let the simplicity fool you. The information you glean is only limited by your imagination and what questions you choose to ask. You’ll be amazed by how deeply people feel about the topics at hand.
Participants really have fun going through these exercises, and because they are at ease with you and with the cards, their answers ring true. The cards cut through the clutter and noise of typical “socially acceptable” responses to give you real, useful information you can apply to solving problems immediately. Because the characters on the cards are so meaningful, the stories that come out of people’s experiences are more authentic and useful. It might seem like magic, but it’s not. It’s science.
Come learn this fascinating yet easy method to gain incredible insights. You will come out of this seminar with:
- A good understanding of the importance of archetypes
- Confidence that you can use this tool effectively in your profession
- Stories about current brands and their archetypes
- Ideas for applying archetypes to your
- marketing
- branding
- new product development
- research
- teaching
- counseling
Date: Saturday, May 23, 2009
Cost: $1,250 - Get the early bird discount. Register by May 1st for $995. Includes breakfast and lunch
Location: Just 15 minutes from the Manchester Airport
The Livingston Group
2 Young Rd.
Londonderry, NH 03053
To register or for questions call: Sharon Livingston
603-537-0775
Sharpen Your Skills and Increase Your Income
With the downturn in the economy, I’ve been getting a number of requests to do more live training events. It’s a time to improve skills, learn new ones and recreate yourself in order to add value to your clients.
So, in response to popular demand, here’s one of the courses, our Moderator Boot Camp. I’ll be telling you about another one on Archetypes in a separate newsletter…
One of the easiest ways to get more clients is also the simplest … “Be at the Top of Your Game” (and let the word get around).
In a recession, clients need to focus on smart spending … and that means choosing moderators who’ll get them the most bang for their buck. This does NOT mean low cost projects … this means moderators who REALLY know how to get at insights that build undying customer loyalty for the brand.
On June 11 – 14th, I’m going to be conducting a 4 day “Livingston Moderator Boot Camp” for a select group of no more than 12 people.
A detailed description can be found at www.projectivetechniques.com … but the short story is … you get ALL my secrets AND my passionate investment in YOUR business development for 4 days … you’ll walk away with skills and memories you’ll never forget.
Your investment, if you take the “early bird” registration register before 5/14/09 is only $2,995 ($3,995 thereafter) and includes breakfast and lunch each day. Additionally, if you send 2 people, the second one is half price!
But because the quality of each group participant affects the quality of everyone’s results, you can’t just buy in, you need to apply.
If you’re interested, RSVP ASAP please … the boot camp is strictly limited to 12 people. Just answer the questions below (in as much detail as you feel comfortable with please) … and email your reply to me at sharonl@tlgonline.com
1) How do you plan to utilize your skills as a moderator? In what
environment? Industries?
2) What is your most significant need for improvement?
3) What is your realistic gross income goal from qualitative research for
2009?
4) What, if any, previous moderator training have you taken?
5) What’s the single most important thing you hope to take away from the
training?
6) Your name, contact info, etc.
Even though I unfortunately can’t guarantee to accept everyone, I WILL reply to ALL applications, and at minimum, make a few suggestions to put you on the right path. (Thanks in advance for your understanding).
Your email Bizarro Focus Group World Comes to Web TV
I’ve always wanted to do a spoof on Focus Groups and Qualitative Research. There are so many weird and outrageously comical things that happen in the course of everyday business; so much so that we once ran a contest called “A Funny Thing Happened on the Way to the Focus Group.”
The entries were priceless.
Gynecologists shooting test diaphragms across the table at each other like sling shots
Man taking out his full set of dentures to show the group plaque build up
Participant entering the backroom and watching the whole event without any of the clients realizing that no one knew him.
100’s of crazy exposure in the mirror stores
For a primer on how NOT to do qualitative research, you have to check out a hilarious new web tv series call Group Think (www.GroupThink.tv) . Attached is an interview with the producers and stars of the show, Angela Espinosa and Wendy Rosoff who tell us how the idea was born and developed.
Click HERE for audio and transcription of Our Interview!
The show is new and there are only a handful of 3 minute episodes so far, but each one made me laugh out loud and watch again. It’s like “The Office” gone Focus Group. What was astounding to me was how they were able to capture a story in such a short time segment. And the acting is great. Angie and Wendy are excellent comedic actresses. The show will be expanded to 6 minute installments in the new future.
Here is a link to the first episode http://www.youtube.com/watch?v=NITI1XkWjVk
Add your own funny story to my blog, www.positionyourbrand.com/blog/ and get honorable mention on the www.groupthink.tv website.
I’d love to know what you think, if you thought it was as funny as I did, so please let me know.
Also, Check out IconiCards™ at www.IconiCards.com
IconiCards in A University Psychology Class II with David Van Nuys
I want to share another use of the IconiCards in a university environment. I previously posted a note here about using them in my Myth, Drean, & Symbol class to help students explore their relationship to their own Introversion and Extraversion.
Today, I was an invited guest in a University class on Careers in Psychology. I had been invited to discuss non-traditional careers, careers outside of psychology per se for those with a degree in it.
To kick things off, I spread the IconiCards face up, in several concentric circles. I invited students to walk around the circle and allow two cards to choose them– one representing their hopes/feelings in an ideal career and the other signifying their worst fears/feelings in relation to their work future. They were asked to return to their seats with their two cards and list 5 adjectives for each card and to write an “I” statement for each of the ten adjectives and each “I” statement should include one of the adjectives (e.g. “I’m afraid of getting locked into a BORING job”).
In a flash of inspiration, I also suggested that they could use their cell phones to take a picture of their cards for further reflection after class. A number of them took advantage of this suggestion.
I then had students share their cards and what they had written in pairs. After that, I did a debrief in the large group. Cards representing their best career aspirations included: God, Leader, Storyteller, Artist, Cheerleader, and Mediator. On the other hand, their career fears were captured in such cards as: Slave Driver, Victim, Beggar, and Robot. And, of course, they shared a number of evocative adjectives and sentences for each of these.
From there, I was able to segue into telling them about the how the IconiCards came to be developed and about Sharon and Glenn Livingston as two psychologists who are plying their skills and psychological expertise in domains outside of the traditional roles of therapist, professor, or academic researcher. And, of course, I went on to talk about my own very diverse career, as well, including my Shrink Rap Radio and Wise Counsel podcasts.
David Van Nuys, Ph.D.
www.e-FocusGroups.com
I used the IconiCards today in an upper-division, undergraduate university class I’m teaching: Seminar on Myth, Dream, & Symbol. I had one of my Teaching Assistants give a presentation on Carl Jung’s typology (Introvert/Extravert: Feeling/Thinking, Sensation/Intuition). After she finished with the cognitive part of the presentation, I spread the entire IconiCard deck face-up on the floor in three large concentric circles. Students were instructed to silently walk around the circle and allow two cards to “choose them.” One card would represent their Extraverted side and the other their Introverted side.
I’m coming from the notion that we each have both introverted and extroverted sides to ourselves. One or the other may be more prominent depending upon situation in which we find ourselves.
Next, I asked my students to silently pick up their two cards and return to their chairs and, using pen and paper, dialog with each of their two cards around the following questions: 1. What is your strength? (i.e. how does this archetypal quality support me, contribute to my success, etc.) 2. What is your vulnerability? (i.e. what is the downside of this quality in my life, where does it trip me up, etc.) 3. What is your future potential? (i.e. as I grow and the quality represented by this card reaches it’s fullest and best realization in my life, what might that look like?) Students had about 10 minutes or so to dialogue on paper. They then were instructed to divide into trios and to share with one another. After a lot of animated sharing, I called them back to the larger circle and invited some feedback about the process. They all agreed this was an excellent “ice breaker” and a great way to get to know other students in the class and to be more comfortable with them. Then several shared the details of their work with their two cards. For example, I believe one young woman chose Troublemaker for her extraverted side and Hermit for her introverted side. She was able to talk very meaningfully about the upside and downside of both of these qualities in her life, and how they might ideally manifest in her life when they came to full flower. Later on in the course, I’ll be exposing them to some traditional Tarot decks. However, I felt that the IconiCard deck would be a very non-threatening, non-strange way to introduce them to the symbolic/archetypal domain. And, it also served as a vehicle to experientially concretize the concepts of Introversion/Extraversion.
Not exactly a market research application but certainly another validation of the effectiveness of the IconiCards to evoke deeply meaningful material.
Thanks, Sharon!
David
David Van Nuys, Ph.D.
www.e-FocusGroups.com
www.ShrinkRapRadio.com
www.WiseCounselPodcast.com
Here’s a great little coaching or interviewing technique using Iconicards … watch the video!
Have you ever worked on an advertising research project, only to conclude there’s no real winner? When you’re an advertising research consultant (like me), this is a truly torturous position!
Recently I worked my way out of such a quandry, SEE what happened in the advertising research video below.
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