Posted By Leah Baker

Tag lines are powerful for their ability to establish a memorable image and streamline an organization’s mission statement. Here is one challenge and how we solved it.

 

The Challenge: Family, Career and Community Leaders of America (FCCLA) had changed its name from Future Homemakers of America. Across nearly six decades they had evolved to include boys as well as girls, and to provide a wide range of programs from child development to community youth violence prevention. But the message about how it is different was still not getting across. They hired a firm to facilitate meetings to find a tag line but the groups kept getting deadlocked and could not make progress.

 

Then they came to us because they know we have a unique methodology for research and breaking logjams - to find the best tag line, count points! We call this methodology Fixed-Sum Preference Scales.

 

Developing a new tag line was a key part of creating a new image for FCCLA and to find the best tag line we counted points. In focus groups we gave various members 100 points and asked them to spend their points on possible tag lines or words they found the most appealing. One tag line or word could receive all 100 points or the points could be spread among several options. The top picks were then tested again with another 100 points. This allows quantification of the entire process to produce a clear winner. It is also easier for respondents than ranking long lists and it is more effective because it reveals both preference and intensity.

 

In this process we are going from the general to the specific. The next blog article will describe how various words measured up, and the resulting new tag line.

 

To learn more about our unique research methodologies visit www.AllegianceResearch.com or call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
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Leah Baker
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