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157: MI Diaries: The Development of a Research Project as a Brand


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Presenter(s)

Alexis Furkioti, Jacob Rechsteiner

Abstract or Description

It is unusual for a research project to require brand management, but we quickly recognized that it could be essential to the attraction and retention of participants in a longitudinal study. The MI Diaries research project from the MSU Sociolinguistics Lab has adopted brand management practices to establish its credibility and generate awareness to Michiganders, to ultimately serve its goal of documenting life and language beyond the COVID-19 pandemic. Traditionally, in order to build trust and collect unselfconscious speech, a sociolinguistic researcher sits down with the participant and audio-records a casual conversation. However, social distancing has led the MI Diaries project to collect self-recorded audio diaries instead. Brand management has historically been utilized to progress an established company's value over a period of time; however, MI Diaries was a new research entity without any awareness or trustworthiness. The project needed to build a brand that would invoke a sense of safety and honesty, so that diarists would feel as comfortable sharing stories from their lives with a non-visible researcher as they would with a co-present one. To address this disconnect, we constructed a social media strategy, defined our mission, vision, and values, created a visual identity, managed our press and publicity and utilized promotional incentive programs. As a result of implementing these branding strategies, we are successfully recruiting, retaining and engaging participants and have finally established the MI Diaries brand identity.

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Comments

Lindsay Moore4 years ago
Great job Alexis and Jack!
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Betsy Sneller4 years ago
Great work Alexis and Jack! It's so impressive to see the trajectory of MI Diaries as a brand, and how much of an impact your work on brand development has had!
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Alyssa Fritz4 years ago
Hello, I am Alyssa Fritz, and I am an undergraduate research ambassador. In partnership with the Neighborhoods , the Office of Undergraduate Research and Creative Activity is looking for next year’s research posters to be showcased around the neighborhoods. You should consider submitting yours to be featured! We are looking for a diverse set of posters to showcase! To submit your poster to be featured, please (1) submit a copy of your poster in PDF or PPT format with the appropriate poster size of 40x32. Posters outside of these dimensions will not be accepted due to the size of the wall casings in the neighborhoods, (2) send a headshot-style photo of yourself so we may add it to your profile. (3) Complete the poster profile narrative survey found here http://bit.ly/postersurvey. This information will be used to create the narrative that will accompany your poster.
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