Positioning research can consist of several testing phases, although rarely does a brand have time or resources to conduct research at every phase. The phases are:
Ideation – Identify directions and uncover key consumer & brand truths
Co-Creation – Identify language consumers use and guide positioning development
Iteration– Gauge visceral reactions and home in on articulation
Optimization – Identify implicit reactions & key equities and guide improvement
Validation – Identify how to move forward
Focusing on iteration, optimization and validation, we’ll look at how positioning research comes to life, leveraging our qualitative and quantitative approaches.