2009-2011 Strategic Plan
Plan Goals, Strategies, Tasks
As approved by the QRCA Board of
Directors on January 12, 2009
1
2009-2011 Strategic Plan
Mission and Vision Statements – Approved by QRCA Board, Nov. 17, 2008
2009-2011 Mission Statement:
• The Qualitative Research Consultants Association (QRCA) is dedicated to
advancing the discipline of qualitative research worldwide.
2009-2011 Vision Statement:
• Qualitative research provides inspiration and guidance to enhance
customer knowledge for sustainable competitive advantage. The
Qualitative Research Consultants Association (QRCA) provides industryleading resources that are essential to its members and the professionals
who use research.
As approved by the QRCA Board of
Directors on January 12, 2009
QRCA Values Statement
Approved by QRCA Board, Nov. 17, 2008
•
Passion for knowledge: By nature, we are curious, open-minded questioners who
love to learn. Increasing collective knowledge and insight is what we do.
•
Respect: Our respect for the individual drives our role as the voice of the
consumer. We are gracious and caring in all our interactions.
•
Sharing: We support and encourage one another in a collegial environment. We
share our knowledge, skills and expertise with each other and the Association.
•
Creativity: We develop imaginative, inspired, and innovative research approaches
and solutions.
•
Ethics : We uphold the highest standards of ethical and professional behavior in
our work and in all our relationships.
As approved by the QRCA Board of
Directors on January 12, 2009
3
2009-2011 Strategic Plan
Approved by QRCA Board, Nov. 17, 2008
2009-2011 Proposed Goal
Goal: Enhance Member Value
Measurements could include: Member value perceptions from member survey, member retention,
total membership, membership attendance/participation in significant events (Annual
Conference, Chapter meetings, SIG meetings, etc.)
Strategies:
– Improve and expand opportunities to enhance members’ knowledge
– Create and encourage opportunities for interactions between and among
members
– Increase the relevance and accessibility of offerings to appeal to the range of
members (e.g. interests, experience, geography)
– Expand member benefits
As approved by the QRCA Board of
Directors on January 12, 2009
4
Goal: Enhance Member Value – Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Create library of basic industry tools
(white papers, templates) for member
access
ProCom, Staff
2009
Articles posted in the library
section of the website
Create a listing of industry reading and
resources on the website (link to vendor
and distinguish which publications written
by members)
ProCom, Staff
2009
List posted on the website
Create regional conferences (similar to SoCal Chapter Mini Conferences)
Chapter Chairs
2011
One regional conference held
Develop knowledge sharing opportunities
for new and tenured members
Member Benefits TF
2010
Implement one new program
for each tenured and new
members
Staff, VP
2009
Speaker list posted on the
website
Improve and expand opportunities
to enhance members’ knowledge
Provide aid to chapters on education
content (speaker list etc)
As approved by the QRCA Board of
Directors on January 12, 2009
5
Goal: Enhance Member Value – Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Provide options for remote participation in
Chapter meetings to increase participation
Chapter Chairs, VP,
TechCom
2009
Broadcasting/remote options
provided to chapters
Create networking opportunities at regional
conferences (similar to So-Cal Chapter Mini
Conferences)
Chapter Chairs
2011
One regional conference held
Extend Ambassador program beyond annual
conference to increase first timer retention
rate
Conference
Committee,
MemCom, Staff
2009
Ambassador job description
revised (2009)
First timer conference
retention rate analyzed
(2011)
Develop SIG operating guidelines for the SIG
policy manual
VP, SIG Chairs
2009
Updated SIG policy manual
posted on the website
Create better awareness of Mentoring Task
Force and encourage additional pairings
Mentoring Task Force
2009
10 additional pairings
As approved
by the QRCA Board of
TechCom
Directors on January 12, 2009
2011
Recommendations submitted
6
to Board
Create and encourage opportunities
for interactions between and among
members
Explore additional opportunities for
members to connect in the online
environment (e.g. social networking)
2011
Goal: Enhance Member Value – Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Complete a comprehensive review of benefit offerings to all
segments of membership (especially int’l, new & tenured
members) to identify strategies to address any gaps in access.
Member Benefits
TF, Staff, IntlCom
2010
Report submitted to
Board
Develop and implement a survey of new members to determine
the needs and wants from QRCA (point of entry and/or 1 year
anniversary)
Member Benefits
TF, 2008-2009
Board
2010
Survey implemented
Conduct research with tenured members to determine their
needs and wants from QRCA
Member Benefits
TF
2010
Research findings
presented to Board
Implement “Rising Star” Award to call attention to
accomplishments of new QRCA members to help inspire others to
become involved.
2008-2009 Board
2009
Award presented at
Annual Conference
Identify additional SIG opportunities within the organization
VP
2010
Report of SIG
opportunities to the
Board
Develop plan to increase new member attendance at Annual
Conference
MemCom,
Chapter Chairs
2009
New member
attendance increased
at Annual Conference
by 10%
2009
Report presented to
7
Board with
Increase the relevance and accessibility of offerings to
appeal to the range of members (interests, geography,
experience)
Analyze electronic communications (News Bites, Connections)
As approved by the QRCA
Board of
Connections,
Directors on January 12, 2009
Board
Goal: Enhance Member Value – Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Evaluate and manage relationships with
insurance providers (E/O, liability, health, etc.)
to optimize opportunity for QRCA members
Staff
2009
Recommendation report
submitted to the Board
Identify meaningful additional travel partners
(airline, car services, lodging, etc.) for QRCA
MemCom, Staff
2011
Recommendation report
submitted to the Board
Identify partnerships with other relevant
service providers (e.g. office supply stores,
conference call providers, long distance
providers, etc.)
MemCom, Staff
2010
Recommendation report
submitted to the Board
Develop a communication plan to increase
awareness of new and existing member
benefits.
Staff
2009
Recommendation report
submitted to the Board
New task force
2010
Establish task force (2009) and
recommendation report
submitted to the Board (2010)
Expand member benefits
Investigate opportunities to build partnerships
to provide “certification/credentialing”
options for QRCA members (MRA, MRIA,
business schools, etc.)
As approved by the QRCA Board of
Directors on January 12, 2009
8
2009-2011 Strategic Plan
Approved by QRCA Board, Nov. 17, 2008
2009-2011 Proposed Goals
Goal: Increase the Stature of QRCA Members Among External
Audiences
Measurements could include: QRCA awareness among research buyers by X% as measured by annual
surveys, value perceptions of QRCA and its members among research buyers and other stakeholders as
measured by annual surveys, QRCA coverage/citation in industry and mainstream media
Strategies:
–
–
–
–
Build strong QRCA brand worldwide
Provide opportunities for knowledge sharing/exchange with external audiences
Seek out strategic industry partnerships
Be a resource for industry standards and practices
As approved by the QRCA Board of
Directors on January 12, 2009
9
Goal: Increase Stature of QRCs Among External
Audiences– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Establish strategy for communication of QRCA brand
positioning to key external audiences
Branding
Advisory Group
2009
Marketing Plan
approved
Develop and execute plan for communicating the
QRCA brand positioning to members
Staff, Branding
Advisory Group
2009
Communication plan
implemented
Update the look and feel of external
communications (logo, website, ads) to align with
QRCA brand positioning
Staff, Branding
Advisory Group,
TechCom
2009
Visual Standards
Manual, website, and
printed materials
updated and approved
by the Board.
Develop a plan to make every member a marketing
ambassador for QRCA
Branding
Advisory Group
2009
Recommendations
report submitted to the
Board
Develop a plan to collaborate with facilities to
promote QRCA brand
Industry
Relations,
Branding
Advisory Group
2009
Recommendations
report submitted to the
Board
2009
Establish guidelines for 10
the award
Build strong QRCA Brand worldwide
As approved by the QRCA Board of
Initiate a Qualitative Research Industry Award for Directors
2008-2009
on January 12,Board
2009
distribution (post 2009)
Goal: Increase Stature of QRCs Among External
Audiences– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
PR and Branding
Advisory Groups
2009
Marketing plan approved by
the Board
Evaluate content and delivery of Qcasts as key
external knowledge transfer vehicle
QcastsCom
2009
Report submitted to the
Board
Conduct 1-day “open” symposium to broaden
opportunities to share message of qualitative
research with external audiences
2009 Spring
Symposium
Committee
2009
Spring Symposium held
Re-assess speaker bureau pilot program and
review opportunities for members to speak
about qualitative research
PR Advisory
Group
2010
Recommendation report
submitted to the Board
Provide opportunities for knowledge
sharing/exchange with external
audiences
Identify opportunities to promote QRCA
“client page” as resource to external
audiences
As approved by the QRCA Board of
Directors on January 12, 2009
11
Goal: Increase Stature of QRCs Among External
Audiences– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Joint Conference
Committee,
IntlCom
2010
Conference held
Optimize existing relationships with AMA and
GreenBook as content partner
PR Advisory
Group
2009
Quarterly progress reports
including postings delivered
to Board
Seek out writing, speaking and promotional
opportunities with other industry associations
PR Advisory
Group
2009
Identify opportunities with
two associations
Investigate partnering opportunities to
conduct Industry Tracking Study
Industry
Relations
Committee
2010
Recommendation report
submitted to the Board
Identify and manage strategic industry
partnerships
Execute QRCA/AQR Joint Conference
As approved by the QRCA Board of
Directors on January 12, 2009
12
Goal: Increase Stature of QRCs Among External
Audiences– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Develop web content for distribution to
partner programs (AMA, etc.)
ProCom, Industry
Relations
Committee, PR
2009
Board approved content for
posting; one piece per quarter
Develop guidelines to establish and
maintain healthy relationships between
QRCs and field services.
Industry Relations
2009
Guidelines approved by Board
Be a resource for industry
standards and practices
As approved by the QRCA Board of
Directors on January 12, 2009
13
2009-2011 Strategic Plan
Approved by QRCA Board, Nov. 17, 2008
2009-2011 Proposed Goals
Goal: Use “Best Practices” in All Association Operations
Measurements could include: bi-annual review of governance documents by association attorney,
annual financial audit by certified CPA, annual performance review with assoc. management provider
Strategies:
–
–
–
–
Maintain disciplined financial management
Continue strong relationship with association management provider
Develop leaders and plan for strong leadership succession
Maintain updated, professional governance infrastructure
As approved by the QRCA Board of
Directors on January 12, 2009
14
Goal: Maintain Association Health– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Explore the creation of an advisory team to assist
Treasurer in making investment decisions
Treasurer
2009
Recommendation report to
Board
Formalize annual audit analysis plan
Treasurer
2009
First audit conducted
Maintain disciplined financial
management
As approved by the QRCA Board of
Directors on January 12, 2009
15
Goal: Maintain Association Health– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
ExecCom, 20082009 Board
Q2, 2009
Performance review process
approved by Board and
conducted
Continue strong relationship with
association management provider
Develop and conduct annual performance
review process to optimize relationship with
management firm to ensure continuity
As approved by the QRCA Board of
Directors on January 12, 2009
16
Goal: Maintain Association Health– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Executive
Director
2009
Job descriptions approved by
Board and communicated
2009-2010 Board
2010
Input from Chapter,
Committee and SIG Chairs
Staff
2009
Board orientation program
established
2008-2009 Board
2009
Annual plan implemented
Develop leaders and plan for strong
leadership succession
Write Board of Director job descriptions
Identify opportunities to broaden member
volunteer recognition
Formalize an annual Board orientation program
Create an annual plan to review committee goals
and succession plan
As approved by the QRCA Board of
Directors on January 12, 2009
17
Goal: Maintain Association Health– Strategies and Tasks
Strategy and Task
Responsibility
Timeline
Deliverable
Conduct biennial review of QRCA governance
documents to ensure compliance (include
attorney if necessary)
2010-2011
Board, Staff
2011
Review completed
Explore alternative formats to quarterly
Chapter/SIG/Committee Chair meetings (e.g.
online bulletin board options)
Vice President
2009
Input from Chapter,
Committee and SIG Leaders
Write “highlight briefs” to Chairs to be used to
communicate association happenings to
members attending meetings (e.g. slides from
leadership meeting, annual member meeting)
Vice President
2009
Briefing process developed
and implemented
Create policy manuals for chapters, committees
and SIGs
Vice President
2010
Post revised or new manuals
on the website
Maintain updated, professional
governance infrastructure
As approved by the QRCA Board of
Directors on January 12, 2009
18