Brand positioning communicates the delivery benefits to customers, not the product features. When a potential customer looks at a product or service, he asks, “How is this going to improve my life or my work? How is it going to solve a problem?” The customer wants to know how the product or service will benefit him. Product features, on the other hand, support the benefits by providing features of the product or service.
Concept testing is often at the core of positioning research. 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.
Brand positioning concept testing will uncover the brand’s unique value proposition among potential positioning ideas, particularly if your products and services offer many benefits. Its main purpose is to find the most relevant benefits for your target market and secondary values for different segments.
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 research can follow to validate the qualitative research results and find a winning positioning statement.
At times, clients already have some positioning ideas developed and want to gain insights on how they are perceived by the intended audience. In those cases, clients may decide to do either qualitative or quantitative research, or both but in a different order.
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).
Qualitative research data collection may include focus groups (online or in-person) or in-depth interviews (online, by phone, or in-person).
Relevant Insights can recruit B2C and B2B qualified participants through our sample provider partners for qualitative and quantitative research.
We determine the sample parameters from discussions with your team and assist with developing screeners. We also manage participant incentives.
The study design selection will depend on study objectives, creative materials available for testing, time and budget constraints.
Four to six weeks. If a preceding qualitative phase is included, add three to four weeks.
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