Product positioning research

While research into segmentation aims to identify who the customers are, product positioning research helps identify what to say to them.

Product positioning research is carried out to understand the position of a product or a brand in comparison to a competitor can also be used to measure perceptions of a brand or product compared to a competitor, this ensures they can be effectively positioned in a target market.

Product positioning research is also seen as an essential part of sales strategy for businesses, it is particularly useful in making sure the right people and businesses see the product, by doing product positioning research it safeguards products and brands being pitched to those which it is most appropriate.

While research into segmentation aims to identify who the customers are, product positioning research helps identify what to say to them.

When carrying out this type of research it is important to promote and highlight the differences of a product to differentiate from competitors – therefore is important for businesses to research the target market. Qualitative research might be used in the form of focus groups to find important and differential features and benefits, carry out concept tests, and identify a language that resonates with the target market. A laddering technique is often used when identifying opportunities in this type of qualitative research – it helps identify the features and benefits of a product or service.

Common questions used to aid the positioning research include:

What attributes are important and of value to the target market?
Are the right attributes emphasised?
How is the product or brand seen by the target market?
Does the product or brand have a competitive advantage?
Can the product or brand be expanded into new markets if different attributes were promoted?

DJS Research has a wealth of experience in creating product and proposition and branding and communications market research solutions.

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Product positioning research