Brand Positioning Testing
Whether testing a single positioning statement or multiple statements, we can typically gauge which ones perform best relative to messaging/imagery objectives.
Business Needs
Need to evaluate multiple positioning statements in order to narrow down the number of positioning statements to be further tested.
or
Time and budget constraints do not allow for a full quantitative evaluation of each positioning statement; however, you would still prefer to have the ability to project findings across a representative sample rather than relying solely on focus groups or other qualitative research methodology.
Example Questions
- What was your overall impression of the brand positioning?
- Based on this positioning statement, how likely are you to purchase the brand?
- Based on positioning statement, how likely are you to consider the brand in future?
- Based on positioning statement, do you feel more positive or negative towards the brand?
- Is the positioning statement perceived to be confusing, engaging, believable or unique?
- How does the positioning statement rate on key attributes?
- Based on the positioning statement, how does the image you associate with the brand fit with your own self-image?
