A DESCRIPTION OF ARCHETYPES TRAINING WORKSHOPS

Working in the Mythic: Transformative Archetypes and Their Place in Ethnographies and Focus Groups

Ava Lindberg conducting interactive workshops on transformative archetypes

 

Archetypes:  Exploring and Applying the Major Mythic Profiles to Creative Development, Branding, and Research

Discovering the exciting nature and multilevel use of major archetypes can be a compelling, even transformative experience for researchers, creative, and marketing teams.  Awareness of archetypes may reveal consumers’ most resonating inner mythologies and connect the divergent parts of a brand and study—the behaviors, attitudes, visual imagery, motivations, unmet needs, aspirations, lifestyles, competitive framework, and brand perceptions--into one powerful, singular direction.  Archetypes have the potential to move the results of research, creativity, and brand development work away from the literal…into a place of the deeply emotional, symbolic, and mythic, i.e., that experience where the personal is joined with the universal and where we are able to link even good findings and ideas with universal themes of greater vitality. 

   

Using a variety of techniques to discover archetypes, keeping in mind the characteristics of the top transformative, motivational archetypes, and then making lucid connections between a key archetypal persona and the preliminary findings related to a brand, product, or consumer segment can put an entirely new spin on study insights and next steps, with these benefits: 

 

·       Provide unmistakable yet imaginative authority for the creation of a new--or the re-creation of an existing--brand’s persona and essence

·       Explore and develop new dimensions of a creative campaign once it is grounded in the right archetype

·       Generate new, breakthrough ideas in unexpected ways by using a comparative archetypal approach

·       Develop and evaluate new products, creative concepts, and strategic marketing tactics for deeper resonance and motivation

 

What the Workshop Covers

·       Discover what archetypes are, why they're important, and the diverse ways in which archetypes can be discovered in media, ethnography, focus groups

·       Explore the top 22 transformative archetypes and motivational mythic profiles along with their compelling characteristics relevant to branding, segmentation, and creative development...and discover which current brands, products, categories, and campaigns fit into each archetypal pattern

·       Explore other archetypal elements like numbers, animals, and colors with relevance for advertising, concept work, and tactical strategies

·       Weave in experiences and learning from several intriguing case histories recently conducted qualitative research, in which archetypal process played a significant role in the projects' design, execution, and analysis.

·       Try out specific interactive exercises with other session participants using archetypes to heighten the power of your research findings, to generate creative ideas, as well as identify your own personal archetype

·       Review the key principles of Authentic Ethnography and the optimum projective exercises for archetypal discovery in focus groups

 

About the Speaker

Ava Lindberg is president of SunResearch, a qualitative research practice she founded in 1983, located in Westport, CT, and which specializes in breakthrough methodologies such as archetypal focus groups, creative ideation sessions, brand personality development, iterative concept development, vision-mission sessions, and an acclaimed program of ethnography and anthropological observation called Authentic Ethnography.  Ava is an academically trained anthropologist with a passion for finding out what's really going on beneath the surface. She derives innovative research insight from a combination of creative projective emotional explorations, in-depth observation of real-world behaviors and attitudes, client team ideation, and tapping into powerful archetypes with resonating mythologies, multicultural creation stories, symbolism, and rituals.

 

With 25+ years of qualitative experience in foods and snacking, beverages, coffee, wireless communication, pharmaceuticals, personal care, and financial services, Ava's clients include Starbucks; Kraft Foods in Innovation Breakthrough, Mainstream Coffee, Global R&D, Natural Cheese, Powdered Soft Drinks, and Snacking divisions; Ocean Spray Cranberries; Arnold Worldwide; Grey Worldwide; Centrum Vitamins; and McCann Erickson.  Other notable projects were for Verizon Wireless It’s The Network and Can You Hear Me Now? brand campaigns; American Express Open for Small Business and Blue Card; repositioning projects for Ann Taylor, Alka Seltzer, Bayer, Colgate Palmolive, Florida’s Natural, the City of Orlando, and supermarket aisle reinvention for Nabisco cookies & crackers.

 

Ava has a masters degree in cultural anthropology from Columbia University (MA, GSAS, 1995); conducts groups and ethnography for major brands; is available for training workshops on the process of archetypal research and Authentic Ethnography; has completed a series of archetypal workshops in 2007-8 for research organizations in Vancouver, New York City, New Haven, Washington  DC, Chicago,  and Seattle; has taught seminars in archetypes and qualitative research at Fashion Institute of Technology and Parsons Graduate School of Design and Technology; was a featured speaker at qualitative research annual meetings for the Qualitative Research Consultants Association in 2007, 2005, 2002, and 1999 on archetypes and ethnography.

 

She has presented academic papers to the Society for the Anthropology of Consciousness at the University of California at Berkeley on deep ethnographic observation, i.e., Observing the Observers and Transforming Corporate Teams during Ethnography.  Ava facilitates creative ideation sessions that range in scope from weeklong vision off-sites to short tactical and concept ideation sessions with corporate teams. Her background in creative ideation is from Synectics in Cambridge and CPSI.

    

A Sample of Timing for A Daylong Workshop

9:30am - 10:00am         Registration/Networking

 

10:00am - 12:30pm   Archetypal Exploration: 22 Transformative Archetypes with Application to Creative Development and Brands

 

1:15pm - 3:00pm          Archetypal Learning from Six Successful Case Histories

 

3:15pm - 5:00pm     New Ways to Use Archetypes, Trying Out Projective Exercises for Next Steps Development

 

For More Information…

All workshops and research processes using archetypes are customized for the team and project. Feel free to call Ava at 203-454-9939, email her at sunresearchcorp@earthlink.net, or contact her through her website at www.suninsights.com