A few years back I enrolled and completed SMU’s Cox Executive Education Leadership Certification. Course work included a hefty mix of management and leadership skill training. One of the lessons I termed “The Toilet Paper on Shoe Theorem”. This lesson was focused on managing difficult conversations and ‘how best to’ approach such experiences.

The theorem is simple- say you’re at work and you notice a colleague walking out of the restroom with a piece of toilet paper on their shoe. Do you:  (a) say pronto, “Sara you have a piece of toilet paper on your shoe” and proceed to step on it or otherwise assist Sara to remove it, or (b) later in the day say, “Sara you had a piece of toilet paper on your shoe earlier today and I wanted to let you know.” Seems obvious which one you’d choose, right?

The same is true for difficult business conversations. The answer is ‘a’- address the situation and in the soonest manner. Choosing the ‘say pronto’ approach creates good-will at the office. Choosing the ‘later’ approach does not create good-will, but rather can create a ‘why didn’t you tell me earlier’ response. Difficult conversations are … difficult. The Toilet Paper on the Shoe Theorem assists in guiding timing of such conversations. Sooner is always better.

Please click on the image above or via the link here to view a short-video of class excerpts:  http://vimeo.com/77657043

WHAT:  Understanding your Market class with Alix Morrow
WHEN:  Tuesday, April 1st from 11:30am – 1:00pm
WHERE:  BiGAUSTIN, 5407 North IH 35, Suite 200
COST:  Free! [Registration required — link below]

REGISTER HERE:  www.eventbrite.com/e/understanding-your-market-tickets-10953328701

ALIX ON LINKEDIN:  www.linkedin.com/pub/alix-morrow/2/702/4aa/

WHY / CLASS DESCRIPTION:
Understanding the context of your business is imperative for long-term success. We will start with the definition of market research. We will continue by identifying areas of interest and defining the usefulness of each area for your business. The session will conclude with considerations for continued market research success given the product life cycle model. After attending this session, you will have the proper context for gathering meaningful and relevant market research for informed decision making.

WHAT: Strategic Messaging class with Alix Morrow
WHEN: Wednesday, April 16th from 11:30am-1pm
WHERE: BiGAUSTIN, 5407 North IH 35, Suite 200
COST: Free! [Registration required — link below]

REGISTER HERE:  www.eventbrite.com/e/strategic-messaging-tickets-10953204329

WHY / CLASS DESCRIPTION:
Did you know that what you advertise, sell, and make money on can be three different things? In Strategic Messaging, you will learn how to tailor your brand message for meaningful dialogue. We will start by understanding the relationship of your product to consumers and the marketplace. After a brief discussion and exercise on differentiation, each participant will craft their very own brand positioning statement. At the conclusion of the session you will have the tools to build and leverage your brand effectively across all forms of communications.

It’s 2014 and there’s something happening with qualitative as a research methodology that concerns me.

Seems as we’re getting more wired, faster, more efficient, and more real-time, we’re losing some of the ‘elemental goodness’ that is qualitative market research. I think we’re losing, or lessening the value, of the human factor [and from all angles]. That is, the depth in consumer emotional understanding, nuggets gleaned from group speak and in-group dynamics, and the value in skill of trained moderators. These defining and important elements of qualitative market research are going out the window for faster, less costly, real-time, and number-oriented qualitative solutions.

If you’re considering qualitative market research, keep in mind ‘the human factor’. If the qual solution you’re considering is any of the following, it is truly not qualitative in nature:  solely based online, ‘fast’, mixes number of “participant completes” within estimated costing, is wham-bam in method and promises real-time insight, fails to include a trained qualitative moderator, and fails to take value in the group or individual dynamic between participants.

Here is my favorite definition of qualitative market research from Qualitative Research Consultants Association (QRCA): 

“What is Qualitative Research?”

Qualitative research is designed to reveal a target audience’s range of behavior and the perceptions that drive it with reference to specific topics or issues. It uses in-depth studies of small groups of people to guide and support the construction of hypotheses. The results of qualitative research are descriptive rather than predictive.

Qualitative research methods originated in the social and behavioral sciences: sociology, anthropology and psychology. Today, qualitative methods in the field of marketing research include in-depth interviews with individuals, group discussions (from two to ten participants is typical); diary and journal exercises; and in-context observations. Sessions may be conducted in person, by telephone, via videoconferencing and via the Internet [Alix note:  I do not agree with simply stating “and via the Internet”. Both “via videoconferencing” and “via the Internet” touch the outer part of the line regarding ‘qual method goodness’ for me. QRCA goes on to share ‘why’ below, IMO.]

Why Qualitative Research Works

Several unique aspects of qualitative research contribute to rich, insightful results:

• Synergy among respondents, as they build on each other’s comments and ideas.
• The dynamic nature of the interview or group discussion process, which engages respondents more actively than is possible in more structured survey.
• The opportunity to probe (“Help me understand why you feel that way”) enabling the researcher to reach beyond initial responses and rationales.
• The opportunity to observe, record and interpret non-verbal communication (i.e., body language, voice intonation) as part of a respondent’s feedback, which is valuable during interviews or discussions, and during analysis.
• The opportunity to engage respondents in “play” such as projective techniques and exercises, overcoming the self-consciousness that can inhibit spontaneous reactions and comments.

Source:  Qualitative Research Consultants Association via http://www.qrca.org/?page=whatisqualresearch

‘Tis the season for giving thanks and I have a new video for which I am very thankful. Please click on the link (http://vimeo.com/77657043) or image below to view our latest production. Special thanks to AlixCompany’s intern extraordinaire- Hannah P., my very special friends who attended, BiGAUSTIN, and Fat Cat Productions for helping to make it happen.

This two minute short-video shares snippets of several tried-and-true principals AlixCompany deploys to assist marketers and advertisers in creating integrated marketing communication plans. Filmed at BiGAUSTIN, this video is a must watch for business owners and advertising folks interested in five-star strategic planning tact.

http://vimeo.com/77657043

[Be sure to click on ‘HD’ for high definition viewing. Click on the HD at lower right.]

Hello,

My name is SC. I am apart of Dr. Carlos Hernandez’s class, and I have enjoyed both times that you have come to lecture to our class. I wanted to send email to thank you for your time and your the information that you shared. I have a background in marketing and a strong passion for strategic planning. I am looking into going into the area of project management.

I wanted to contact you to possibly set up a meeting time to talk more in depth about strategy and different techniques you can share. This is solely if you have time and would not mind. If you don’t I completely understand.

Also, we talked and you told me that you are not looking for an intern for the spring, but if you ever need any assistance in any area, I will be more than willing to help. I can send you my resume’ if you would like.

However, thank you once again,

SC

After 5.75 years of being in business, it’s time to grow and draw in bigger scopes. Over the last several months I’ve created strategic partnerships forming AlixCompany & The Eight Specialists.

I wanted to give y’all the inside scoop and a first peek at the team and our new approach with ‘just right customized’ solutions. Our intent can be summarized by the following:

Introducing AlixCompany & The Eight Specialists

Ad agencies can be cost prohibitive, and many insist you work within the skillset of their existing staff. And then smaller consultancies offer piecemeal solutions giving you one thing or the other but lag on integration and big picture thinking. It’s become a bit like Goldilocks and those bears: too hot/too cold, too hard/too soft, too high/too low. We aim to change that.

AlixCompany offers the latest know-how in market research, positioning, and Articulation® services providing advertisers and marketers smart, ‘just right’ customized solutions for connecting with consumers in today’s marketplace.

Our team of eight specialists uniquely represents the here and now, soup to nuts, and just right services you’re likely already considering or recommending to your clients. We’ve won awards in our respected fields, clients give us top marks in satisfaction, and we’re fun and friendly to be around. All of this is good, of course, but what makes us great and different is our ability to offer five star integrated solutions that are custom tailored to be ‘just right’ for your specific marketing needs and goals.

Meet the team:  http://www.alixcompany.com/team/
—

If you would, please keep AlixCompany on your radar for ‘just right customized’ opportunities for those businesses crossing your path that don’t need an ad agency, yet need more than piecemeal marketing solutions. We meet a special sweet spot in the marketplace and would welcome any referrals that you think might find value in our just right customized service offering. We make house calls and would be thrilled by any business referrals you may be able to provide.

Onward,
alix