FRC Research Corporation

Positioning Studies

Objective:

Build a complete positioning for a new or existing brand, by identifying
- ownable, motivating benefits
- important supportive benefits

Data Collected:

Stated importance
Reactions to brand and competition
- overall
- benefit ratings (emotional and rational)

Analyses:

Derived Importance (DIMP)
- a multivariate technique that identifies the characteristics/benefits that actually motivate product selection (in concert and contrast to those that consumers say motivate their behavior)
- DIMP is effective in identifying key emotional benefits, which frequently are less likely to evoke strong stated importance
Competitive Leverage Analysis
- an organizational tool reducing large volumes of data into a visual representation of the leveragable strengths and vulnerabilities of one brand vs. others
Causal Links Analysis
- a correlation-based technique that clarifies the ways in which some brand perceptions help to support ("ladder up to") others