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Repositioning studies Definition

Research designed to give an existing business, product, service or brand a new position in customers' minds and so expanding or otherwise altering its potential market.

Repositioning studies are research efforts aimed at evaluating how a brand, product or service can be redefined in the minds of consumers to better align with market opportunities, competitive shifts or changing customer needs. They guide strategic changes in perception, messaging and targeting.

Who relies on repositioning studies in market research?

Brand managers, marketing strategists, C-suite executives, product teams and advertising agencies rely on repositioning studies when a brand needs to evolve, expand its audience or recover from performance decline.

What are key aspects of repositioning studies in market research?

• Assessment of current brand perception.
• Exploration of target audience expectations.
• Competitive landscape analysis.
• Testing of new positioning concepts.
• Identification of emotional and functional brand drivers.

Why are repositioning studies important in market research?

These studies help brands remain relevant, competitive and connected to consumers. Repositioning is often necessary during product evolution, market entry or when growth stalls – requiring data-driven decisions to guide the shift.

How do market researchers use repositioning studies?

Researchers conduct qualitative and quantitative studies to uncover brand associations, test alternative positionings, segment consumers and measure the potential impact of new positioning strategies. Results shape messaging, design and marketing rollout plans.