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Marketing Research Articles Related to Product Positioning Studies

Marketing Research Articles Related to Product Positioning Studies

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A breath of fresh air

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Carrier Corporation conducted face-to-face interviews with potential commercial and residential users of the company's ductfree systems in Italy, Spain, Korea and Singapore using the Kano method to determine if the same product could be used in every market and the possible impact on customer satisfaction of doing so and to understand if there were market-differentiation possibilities.

A different kind of mayo clinic

Published
March 2001
Author
Dick Scott
Abstract
C.F. Sauer Company asked four groups of 45 mayonnaise users to give up the substance for a week in an attempt to uncover its allure and help reposition the Duke mayonnaise brand.

A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

* A process for improving packaging research ROI

Published
January 2011
Author
Scott Young
Abstract
The author explains how companies can maximize their investments in packaging research by following five best practices: validating, screening, benchmarking, innovating and integrating.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Published
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

* But how do you really feel? An approach to measuring consumer emotions

Published
October 2011
Authors
Ed Chao and Julie Wittes Schlack
Abstract
The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

* By the Numbers: Behavioral science and the future of business

Published
June 2012
Author
Aaron Reid
Abstract
The author argues that behavioral science and its associated disciplines offer much promise in researchers’ efforts to go below the surface and uncover true insights.

Craftsmanship for the '90s

Published
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
3M tested a number of packaging designs for its line of wood care products to make sure that the packaging would communicate key ideas and the benefits to both novice and experienced woodworkers. The computer-generated designs experimented with different names for the products (such as Safe Strip, Strip Safer) and informational taglines below the product name to explain the product benefits. The main research methods used were eye-tracking and one-on-one interviews.

Data Use: Multidimensional scaling for market research

Published
July 1989
Author
Tony Babinec
Abstract
Multidimensional scaling is a powerful tool that helps market researchers determine brand or product position, or find market segments. This article discusses MDS, providing multiple examples, including metric and nonmetric.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

Evolving customer satisfaction through brand authenticity

Published
October 2009
Authors
Jeff Hall, David Robbins and Kerry Colligan
Abstract
If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.

* Eye tracking, product placement and Lady Gaga: What Bad Romance can teach us about embedded branding

Published
January 2011
Authors
Stefanie Gehrke and Jennifer Knodler
Abstract
Some preliminary conclusions about parameters that lead to product recall can be drawn from an exploratory pilot study using eye-tracking technology to capture attention data over the popular music video Bad Romance by Lady Gaga.

Franchise extension

Published
November 1999
Author
Harry Vardis
Abstract
Companies frequently consider franchise extension. This article is a starting point to discuss the issues regarding line and franchise extensions that concern clients.

* Get hyper-creative with your new product research

Published
October 2011
Author
Jerry W. Thomas
Abstract
The author profiles hyper-creative respondents and explains their beneficial role in the new product development process.

Getting emotional

Published
December 2005
Authors
Elizabeth Lajoie and Gerry Katz
Abstract
A product can be a functional performance “superstar” but still lack the right emotional messaging, as the project profiled in this article found. Emotional mapping of individual brands helped the client understand how customers perceived the product’s marketplace.

Growing indoors

Published
October 1990
Author
Quirk's Staff
Abstract
To determine the marketing potential of an indoor planter product, researchers applied a variety of research methods: a review secondary research, trade publications and sales materials; retail audits; in-store interviews; consumer and trade member interviews; and telephone interviews with retail buyers and distributors.

Hearing what they say

Published
April 2001
Authors
Karen P. Goncalves and Michelle P. Goncalves
Abstract
Honeywell Corp. uses a multi-step process that includes the Kano method survey to determine which products to develop or change and how development resources should be allocated, meeting its most important goal of providing relevant customer input in decisions making.

* How gathering customer purchase stories can spark innovation

Published
December 2011
Author
Gerald Berstell
Abstract
The author explores the value of asking consumers about their purchase processes and cites examples of how doing so led to product and service breakthroughs.

How Sony BMG used the Web to reach a disappearing audience

Published
February 2010
Author
Emily Goon, Quirk's Content Editor
Abstract
After losing a chunk of its audience to Web-based music consumption, Sony BMG teamed up with Globalpark to create an online panel of music fans to gain faster, deeper insight using “surveytainment.”

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