brand positioning communicates the delivery benefits to customers, not the product features. how is it going to solve a problem?” the customer wants to know how the product or service will benefit him. consequently, it is important to make this distinction and separate brand positioning concept testing from product concept testing. brand positioning concept tests focus on understanding how we convey the product or service benefits, not the features. ideally, positioning concept testing should be conducted with a combination of qualitative and quantitative research methods.
we use qualitative research to explore needs, perceptions, and expectations that can be matched with the brand benefits. quantitative brand positioning concept tests are conducted with the help of surveys. however, the survey design will vary based on the analytical plan selected (see this section below). we determine the sample parameters from discussions with your team and assist with developing screeners. the study design selection will depend on study objectives, creative materials available for testing, time and budget constraints.
do you have confidence that the direction you are taking will differentiate your brand within the category and connect with your core target? brand positioning research can help to ensure all of your brand’s communications are built upon a relevant and differentiating foundation. before conducting a quantitative positioning test, make sure you have identified relevant rational and emotional benefits and the right consumer language. identifying these core benefits and the way the target consumer expresses them is vitally important. you need to hear the answers from the consumer. varying the benefit and/or the reasons to believe between the two statements will result in more readable differences and a better understanding of what is relevant: let’s assume that you have three or four positioning statements and you want to test them to see which is the most motivating.
specifically, in addition to your new positioning statements, include either the brand’s current positioning or a competitive positioning in the study. you need to understand what is working and not working and where there are opportunities to further strengthen the positioning. you will need to understand drivers and detractors of appeal, relevance, believability, brand fit and uniqueness. does the winning positioning have to perform as well as the control or score significantly higher? if you are unsure of the right criteria to use, your insights research partner should be able to help you set some parameters. follow these recommendations and you will be successful in your positioning research, putting you in a much better place to write that creative brief, differentiate your brand and connect with your target. our clients have found that working with us on both phases provides great benefits in terms of iterative thinking and engagement throughout the process, resulting in better insights.
brand positioning research helps to uncover the brand’s unique value proposition based on the most relevant benefits for your target market. brand positioning research can help to ensure all of your brand’s communications are built upon a relevant and differentiating foundation. great brand positioning will increase your customer base and allow you to charge more. find out how, and why in our definitive guide on brand positioning., brand positioning research methodology, brand positioning research methodology, famous brand positioning examples, brand positioning research questions, brand positioning statement.
a brand positioning study is similar to an image and awareness (i&a) or brand equity study. the difference is questions in a brand positioning study will be tailored and phrased for the needs of the brand. custom market research is powerful and leads to more effective marketing and advertisingmarketing and advertisingthe term marketing, what is commonly known as attracting customers, incorporates knowledge gained by studying the management of exchange relationships and is the business process of identifying, anticipating and satisfying customers’ needs and wants. u203a wiki u203a marketingmarketing – strategy. learn why and how to conduct market research to develop an effective brand positioning strategy as well as what to research. conducting a market research positioning study may leave you feeling like you want to adjust your market position. you may wish to change a product’s learn all about brand positioning studies. quirks.com is the largest source of marketing research information., brand positioning map, brand positioning framework.
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