CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors

Qualitative Research Consultants AssociationFoundations of the Brand

CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors

Brand VisionQualitative research provides inspiration and guidance to enhance customer knowledge for sustainable competitive advantage.

The Qualitative Research Consultants Association (QRCA) provides industry-leading resources that are essential to its members and the professionals who use research.

Our Goal is to promote excellence

in the field of qualitative research by pooling experience and expertise to create a base of shared knowledge

Pillars of the BrandPassion • Talent • Inspiration

Our Core ValuesPassion for knowledge

Respect Sharing EthicsCreativity

CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors

Passion for knowledge Respect Sharing Creativity EthicsBy nature, we are curious, open-minded questioners who love to learn.

Increasing collective knowledge and insight is what we do.

Our respect for the individual drives our role as the voice of the consumer.

We are gracious and caring in all our interactions.

We support and encourage one another in a collegial environment.

We share our knowledge, skills and expertise with each other and the Association.

We develop imaginative, inspired, and innovative research approaches and solutions.

We uphold the highest standards of ethical and professional behavior in our work and in all our relationships

QRCA Core values

CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors

QRCA Brand Positioning for Members

Brand Identity

Brand Personality

Emotional Brand Benefits Brand Image

Membership Rationale

Functional Benefits Core Essence

What facts and symbols represent the brand?

What is the brand’s character or personality traits?

How does the brand make me feel?

What does the brand say about me to others?

What does membership do for me?

What are the physical characteristics of the brand?

What are the core brand values?

• Teal and gold Q logo

• Members around the world

• Qually Award for Excellence in QR

• Knowledge-able but down-to-earth

• Tolerant• Accepting,

warm, caring• Stands for

insight in all its forms

• Qualitative is what we are all about

• Confident• Supported• Empowered• Connected

• I am a professional

• I am committed to personal development

• I contribute to my profession

• I contribute to the organizations we serve

• Education & professional development

• Worldwide network of professional colleagues

• Partnering & networking to build business

• Mentoring and support

• Opportunity to enhance professional image through speaking & publishing

• QRCA Website• Electronic &

print publications

• Conferences• Chapter & SIG

events• Qcast

webinars• Volunteer

opportunities & recognition

• Online forums• Member

directory• Affiliation with

AMA• International

scholarship

• Passion for knowledge

• Respect• Sharing• Creativity• Ethics

CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors

Detail of Functional Benefits for Members

QRCA Website

Electronic & Print Publications Conferences

Volunteer Recognition Program

Online Forums

Member Directory

Affiliation with AMA

• QRCA Website• Find a

researcher directory

• Breakthroughs micro-site

• Competencies• Articles

• VIEWS magazine

• Electronic member newsletters

oConnectionsoNewsBites

• Annual member conference

• International Joint Conference

• Symposium on Excellence in QR

• President’s award

• Mary Anne Pflug Spirit award

• Rising Star Award

• Kudos program

• Leadership dinner

• Private members forum

• LinkedIn discussion group

• Public online• Members only

print

• GreenBook alliance

• Publications• Shared

directory listings

CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors

QRCA Brand Positioning for Research Buyers

Brand IdentityBrand Personality

Emotional Brand Benefits Brand Image

Functional Benefits Core Essence

What facts and symbols represent the brand?

What is the brand’s character or personality traits?

How does the brand make me feel?

What does the brand say about its members?

What are the physical characteristics of the brand?

What are the core brand values?

• Teal and gold Q logo

• Members around the world

• Industry-leading resources

• Qually Award for Excellence in QR

• Qualitative experts

• Knowledge-able but down-to-earth

• Tolerant• Accepting, warm,

caring• Stands for insight

in all its forms

• Confident• Supported in my

decision

• Professionals• Committed to

personal and professional development

• Contributing to the profession

• Contributing to client organizations

• QRCA Website• VIEWS Magazine• International

Joint Conference• Symposium on

Excellence in QR• Qcast webinars• LinkedIn

discussion group• Online member

directoryoFind a

Researcher• Affiliation with

AMA• GreenBook

alliance

• Passion for knowledge

• Respect• Sharing• Creativity• Ethics