Successfully positioning a brand requires consumer insight. Brands are owned in the minds of consumers so unless you know how consumers perceive your brand and those of your competitors, you will not know which brand position (or unique value proposition unique selling proposition) is going to be most advantageous for your brand. At a minimum, you should know which potential consumer values or benefits achieve ALL of the following:
Relevant to the purchase of your brands products or services
Unique among competitive alternatives
Protectable over the medium to long-term
Brand owners can identify potentially advantageous brand values and benefits through qualitative research (focus groups, minigroups and one-on-one depth interviews). Then, through quantitative research, they can evaluate the top brand positioning options against each of the evaluation criteria listed above to identify the most advantageous position to select.
Large numbers of respondents can be researched at one time
International boundaries no longer need to be an obstacle to research worldwide research can be conducted at the click of a button
It can be an inexpensive way to conduct large research projects it is possible to get thousands of responses for just a few thousand pounds
Pre-screening panels. Most large research suppliers have access panels which provide an easily accessible, reliable respondent base which can respond promptly to online questionnaires
It allows for a very rapid turnaround research can be undertaken and results received within a few days. Many research suppliers now offer sameday delivery of result.