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5 TIPS FOR SUCCESSFUL
Using Quantitative Market Research
BRAND POSITIONING
CORE BENEFITS &
1.
CONSUMER LANGUAGE
TELL YOUR BENEFITS IN
THEIR WORDS.
Make sure that you have identified relevant,
rational and emotional benefits, as well a...
AVOID TESTING
2.
"SHADES OF GREY"
TEST DISTINCTLY
DIFFERENT IDEAS.
One mistake is testing positioning statements that
are very similar and expecting nuances...
BUILD IN
3.
PERSPECTIVE
PERSPECTIVE.
Let's assume that you have a few positioning
statements. How do you test them to see
which is the most motiva...
GET THE "WHY"
4.
AS WELL AS THE "WHAT"
IT TAKES MORE THAN
JUST A SCORE.
You need to understand what is and is not
working and where there are opportunities to
st...
AGREE ON WHAT
5.
SUCCESS LOOKS LIKE
WHAT IS SUCCESS
TO YOU?
Does the winning positioning have to perform
as well as the control or score significantly
higher?...
LOOKING FOR HELP ON
A CURRENT PROJECT?
847.853.0500
www.insightsinmarketing.com
contact a positioning expert at
Insights I...
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Five Tips For Successful Brand Positioning

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Learn how to use quantitative market research for successful brand positioning. From the planning stages to successful results, Insights in Marketing can help you on your way.

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Five Tips For Successful Brand Positioning

  1. 1. 5 TIPS FOR SUCCESSFUL Using Quantitative Market Research BRAND POSITIONING
  2. 2. CORE BENEFITS & 1. CONSUMER LANGUAGE
  3. 3. TELL YOUR BENEFITS IN THEIR WORDS. Make sure that you have identified relevant, rational and emotional benefits, as well as the right consumer language. Kraft Macaroni and Cheese could say it has a rich cheese flavor, but "It's the cheesiest" is consumer language. Using consumer language can set your brand apart from others.
  4. 4. AVOID TESTING 2. "SHADES OF GREY"
  5. 5. TEST DISTINCTLY DIFFERENT IDEAS. One mistake is testing positioning statements that are very similar and expecting nuances to result in significant differences. Subtle differences will not be readable. The key is to ensure that all statements are distinctly different ideas and written in the same format.
  6. 6. BUILD IN 3. PERSPECTIVE
  7. 7. PERSPECTIVE. Let's assume that you have a few positioning statements. How do you test them to see which is the most motivating? Will you know if any of them are compelling enough to consumers? We recommend including a control to provide perspective on how each positioning performs in absolute.
  8. 8. GET THE "WHY" 4. AS WELL AS THE "WHAT"
  9. 9. IT TAKES MORE THAN JUST A SCORE. You need to understand what is and is not working and where there are opportunities to strengthen the positioning. Your research partner should provide you with rich diagnostics. You need to understand your appeal, relevance, believability, brand and uniqueness.
  10. 10. AGREE ON WHAT 5. SUCCESS LOOKS LIKE
  11. 11. WHAT IS SUCCESS TO YOU? Does the winning positioning have to perform as well as the control or score significantly higher? On what measures? Make sure you set the criteria with your team before you get results.
  12. 12. LOOKING FOR HELP ON A CURRENT PROJECT? 847.853.0500 www.insightsinmarketing.com contact a positioning expert at Insights In Marketing today.
  • sairturner

    Jan. 30, 2017
  • TomArackal

    Oct. 23, 2016

Learn how to use quantitative market research for successful brand positioning. From the planning stages to successful results, Insights in Marketing can help you on your way.

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