Research Playbooks
High level "how-to" briefs
Specialization
Brand & Product Positioning
The goal of this research is to identify the right attributes and territories for your brand or product to own in the market.
Who
Aim for your most critical audience(s), with a control cell of the general market to provide a gut check for future positioning needs.
What
Evaluate various brand or product attributes that are either proven to be valuable in the space, or that are uniquely ownable by you vs. competitors.
When
When bringing a new product/brand to market or significantly refreshing an existing one. Additionally, when current positioning isn’t resonating in the market.
Why
Determine what brand or product attributes or territory you should attempt to own via messaging, especially vis a vis your competitors.
How
Leveraging stated and derived importance is critical, along with other revealed preference methods. Perceptual mapping and other comparative exercises help sketch out ownable territories.