Use consumer language to describe brand benefits, test distinctly different positioning ideas rather than subtle variations, include a control statement for perspective on performance, get diagnostic feedback on what is and isn't working to strengthen positioning, and agree on success criteria with your team before testing positioning statements.

1. 5 TIPS FOR SUCCESSFUL
Using Quantitative Market Research
BRAND POSITIONING

2. CORE BENEFITS &
1.
CONSUMER LANGUAGE

3. TELL YOUR BENEFITS IN
THEIR WORDS.
Make sure that you have identified relevant,
rational and emotional benefits, as well as the
right consumer language.
Kraft Macaroni and Cheese could say it has a rich
cheese flavor, but "It's the cheesiest" is
consumer language. Using consumer language
can set your brand apart from others.

4. AVOID TESTING
2.
"SHADES OF GREY"

5. TEST DISTINCTLY
DIFFERENT IDEAS.
One mistake is testing positioning statements that
are very similar and expecting nuances to result in
significant differences. Subtle differences will not
be readable.
The key is to ensure that all statements are
distinctly different ideas and written in the same
format.

6. BUILD IN
3.
PERSPECTIVE

7. PERSPECTIVE.
Let's assume that you have a few positioning
statements. How do you test them to see
which is the most motivating? Will you know
if any of them are compelling enough to
consumers?
We recommend including a control to
provide perspective on how each positioning
performs in absolute.

8. GET THE "WHY"
4.
AS WELL AS THE "WHAT"

9. IT TAKES MORE THAN
JUST A SCORE.
You need to understand what is and is not
working and where there are opportunities to
strengthen the positioning.
Your research partner should provide you with
rich diagnostics. You need to understand your
appeal, relevance, believability, brand and
uniqueness.

10. AGREE ON WHAT
5.
SUCCESS LOOKS LIKE

11. WHAT IS SUCCESS
TO YOU?
Does the winning positioning have to perform
as well as the control or score significantly
higher? On what measures?
Make sure you set the criteria with your team
before you get results.

12. LOOKING FOR HELP ON
A CURRENT PROJECT?
847.853.0500
www.insightsinmarketing.com
contact a positioning expert at
Insights In Marketing
today.