Ad positioning statement testing market research

Ad positioning statement testing is used to define the position of a certain brand in the mind of the consumer. This methodology is used in market research to show companies how their customers, and prospective customers, view their brand. It is often used in comparison to other similar brands or in comparison to where the company wants to be. The positioning of a brand is important to a company because if a possible consumer doesn’t like the brand, they more than likely won’t buy the product.

Conducting market research into this is crucial for a company and for its brand. Before a research study into the brand positioning is started, the researcher must make sure they have identified the criteria that could improve the brand positioning – such as a slogan. Testing different slogans can be time consuming because of the vast array of choices. For this reason, the researcher must understand the consumer language and tailor the slogans for that. Furthermore, studying the effects of small details about the product (such as mentioning ingredients) on the brand positioning is also time consuming and pointless; for example, studying whether people will buy a product with four more grams of fat.

At the end of testing, the researcher would get a set of quantitative results to analyse and portray back to the company. This makes it easier to write the report, but also for the company to gain a better understanding of what works best for them.

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.