Articles And More Related To Product Positioning Studies

Related Articles

There are 21 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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

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.

Lighting a different path

Coleman used a variety of qualitative research techniques to find new areas of business and revenue.

Igniting the Sunfire

Pontiac used qualitative research to develop advertising for the new Sunfire. Specifically, respondents created 20” x 20” collages prior to the focus group that reflect their relationship with their car.

Getting emotional

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.

Ignoring research findings can be very costly

Sales and marketing personnel tend to be positive types who look for the good things about the products and services they sell while minimizing shortcomings of those same products and services. These traits are necessary if they are to be successful in their jobs. This article provides a case history that illustrates how a client’s internal factors can thwart the results of valid research.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Product configuration: a research technique for the times

With more and more opportunities available for consumers to design their own products, a research tool that uses a similar approach makes perfect sense, the authors say.

How gathering customer purchase stories can spark innovation

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.

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

The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

Get hyper-creative with your new product research

The author profiles hyper-creative respondents and explains their beneficial role in the new product development process.

Taking a qual-quant approach to design research

This article details the five steps of using design semantics, a qualitative tool for industrial and graphic designers intended to capture what design concepts are communicating to respondents and profile their perceptions using a variation of the semantic differential.

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