Research Playbooks

High level "how-to" briefs


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.

icon of playbook that looks like football strategy

Aim for your most critical audience(s), with a control cell of the general market to provide a gut check for future positioning needs.


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 bringing a new product/brand to market or significantly refreshing an existing one. Additionally, when current positioning isn’t resonating in the market.


Determine what brand or product attributes or territory you should attempt to own via messaging, especially vis a vis your competitors.


Leveraging stated and derived importance is critical, along with other revealed preference methods. Perceptual mapping and other comparative exercises help sketch out ownable territories.