PositioningWe offer a wide variety of positioning methodologies ranging from qualitative techniques in which respondents generate positioning elements to large scale monadic quantitative positioning testing studies.
Like segmentation, positioning needs to be built on a solid appreciation of market needs, both rational and emotional. Positioning statements must speak to the fundamental needs of the market and include both rational and emotional selling points.
A key decision for a brand team is whether to develop positioning internally and test it with the market, or whether to let the market drive positioning through research. Either approach can be appropriate in different circumstances. We advise clients on the best use of research in either approach.
We psycho profile all our respondents and ensure the emotional needs of the market are accommodated. The human brain processes information both intellectually and emotionally and it is important that positioning and messaging satisfy both parts of the personality.