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Product positioning studies Definition

Research used to determine how competitive brands are perceived relative to each other on key dimensions.

Product positioning studies explore how consumers perceive a brand or product in comparison to competitors, helping companies identify the most compelling, differentiated space to occupy in the market. These studies guide messaging, targeting and strategic brand development.

What are key aspects of product positioning studies in marketing research?

• Assess consumer perceptions and preferences.
• Identify competitive strengths and weaknesses.
• Explore emotional and functional brand associations.
• Utilize perceptual mapping or correspondence analysis.
• Reveal gaps or white space in the market.

Why are product positioning studies important in market research?

Product positioning studies inform how a product should be communicated to its target audience, helping ensure messaging aligns with what matters most to consumers. They also help avoid overlap with competitors and enable a distinct, memorable brand identity.

Who relies on product positioning studies in marketing research?

• Brand managers and strategists.
• Product development teams.
• Marketing and communications professionals.
• Creative agencies.
• Executives guiding brand evolution.

How do market researchers use product positioning studies?

Market researchers use product positioning studies to gather consumer feedback on a product’s perceived value, benefits and image in the competitive landscape. By deploying surveys, focus groups and analytical tools like perceptual mapping, researchers uncover how target segments interpret a product’s role and emotional resonance. These insights help organizations craft positioning statements, sharpen brand narratives and refine marketing tactics to better align with consumer expectations and unmet needs. Effective positioning research supports both tactical messaging and long-term brand architecture.