As approved by the QRCA Board of Directors on January 12, 2009

2009-2011 Strategic PlanPlan Goals, Strategies, Tasks

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As approved by the QRCA Board of Directors on January 12, 2009

2009-2011 Strategic PlanMission 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 industry-leading 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

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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

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2009-2011 Strategic PlanApproved 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

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Goal: Enhance Member Value – Strategies and TasksStrategy and Task Responsibility Timeline Deliverable

Improve and expand opportunities to enhance members’ knowledge

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 So-Cal 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

Provide aid to chapters on education content (speaker list etc)

Staff, VP 2009 Speaker list posted on the website

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Enhance Member Value – Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Create and encourage opportunities for interactions between and among members

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

2011

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

Explore additional opportunities for members to connect in the online environment (e.g. social networking)

TechCom 2011 Recommendations submitted to Board

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Enhance Member Value – Strategies and TasksStrategy and Task Responsibility Timeline Deliverable

Increase the relevance and accessibility of offerings to appeal to the range of members (interests, geography, experience)

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%

Analyze electronic communications (News Bites, Connections) Connections, Board

2009 Report presented to Board with recommendation

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Enhance Member Value – Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Expand member benefits

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

Investigate opportunities to build partnerships to provide “certification/credentialing” options for QRCA members (MRA, MRIA, business schools, etc.)

New task force 2010 Establish task force (2009) and recommendation report submitted to the Board (2010)

As approved by the QRCA Board of Directors on January 12, 2009

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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

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Goal: Increase Stature of QRCs Among External Audiences– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Build strong QRCA Brand worldwide

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

Initiate a Qualitative Research Industry Award for distribution (post 2009)

2008-2009 Board 2009 Establish guidelines for the award

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Increase Stature of QRCs Among External Audiences– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Provide opportunities for knowledge sharing/exchange with external audiences

Identify opportunities to promote QRCA “client page” as resource to external audiences

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

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Increase Stature of QRCs Among External Audiences– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Identify and manage strategic industry partnerships

Execute QRCA/AQR Joint Conference 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

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Increase Stature of QRCs Among External Audiences– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Be a resource for industry standards and practices

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

As approved by the QRCA Board of Directors on January 12, 2009

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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

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Goal: Maintain Association Health– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Maintain disciplined financial management

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

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Maintain Association Health– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Continue strong relationship with association management provider

Develop and conduct annual performance review process to optimize relationship with management firm to ensure continuity

ExecCom, 2008-2009 Board

Q2, 2009 Performance review process approved by Board and

conducted

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Maintain Association Health– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Develop leaders and plan for strong leadership succession

Write Board of Director job descriptions Executive Director

2009 Job descriptions approved by Board and communicated

Identify opportunities to broaden member volunteer recognition

2009-2010 Board 2010 Input from Chapter, Committee and SIG Chairs

Formalize an annual Board orientation program Staff 2009 Board orientation program established

Create an annual plan to review committee goals and succession plan

2008-2009 Board 2009 Annual plan implemented

As approved by the QRCA Board of Directors on January 12, 2009

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Goal: Maintain Association Health– Strategies and Tasks

Strategy and Task Responsibility Timeline Deliverable

Maintain updated, professional governance infrastructure

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