Focus Groups & Market Positioning
Your brand is one of your most valuable assets when it comes to attracting customers and growing your venture, whether it is for-profit or not-for-profit. The important thing to know in market positioning is to understand that market. Companies often fail to look at the things from a different angle – the angle of customers. Consilium Advisory’s market positioning and brand awareness focus groups can help by providing valuable information about the market. You will get a detailed report on how the market sees your brand, do the customers recognize your products and what are their opinions about your services. Our team of experts will also suggest business and marketing strategies to improve your market positioning and successfully deliver your message to customers.
Focus groups is a research technique used to gather data about a topic through interaction with people. They have been the approach top marketers utilize to obtain crucial awareness on how consumers or recipients of a certain product or service think, feel and behave. In the digital world, focus groups are an effective platform for driving brand recognition, development and marketing success.
Ground Zero Market Positioning Research
To conduct market positioning research, our fundamental assessment is spent on the local industry background for the intended product or service. We weigh positioning assumptions against existing market studies, segmentation and demographic data, existing branding research, advertising history of the client and their known competitors, and the client’s brand name competitive structure. We develop our own assumptions relating to the strengths of comparable brands, their equity, and its acceleration potential.
As a part of our Ground Zero Market Positioning Research, we conduct extensive client meetings to include management, sales staff, marketing staff, and customer service staff. As deemed fit for a give client project, we may also conclude our Ground Zero Market Positioning Research with qualitative market research based on a smaller sample to fine-tune our assumptions regarding customers’ view of the market.
Market Positioning Qualitative Research
Consilium Advisory utilizes qualitative methodologies to develop the client’s market positioning strategy. In- depth interviews based on a small representative sample are conducted at the primary phase of qualitative market positioning studies.
Once we have established a baseline with the results of the introductory Market Positioning Research, we proceed with large sample qualitative surveys using a variety of qualitative and quantitative assessments.
Market Positioning Quantitative Survey
This is conducted to test the assumptions developed from the Positioning Qualitative Research. Such surveys relate to segmentation, demographics, and perceptions and attitudes. We employ screen positioning concepts with specific concept statements to measure positioning distance attributes, or how strongly that particular brand is differentiated from the competitors’.