You're struggling to define your brand's position. How can you choose the best market research methods?

Choosing the best market research methods to define your brand's position involves a strategic mix of qualitative and quantitative approaches. From my experience, start with primary research like surveys and focus groups to gather direct feedback from your target audience. In our projects, we also employ secondary research, analyzing industry reports and competitor activities to understand market trends. Utilize social listening tools to gauge public sentiment and emerging themes. Combine these insights to identify gaps and opportunities in the market. Triangulating data from multiple sources provides a comprehensive view, helping you pinpoint and articulate a clear, distinct brand position.

👉 The best method will depend on your needs. ✅ For Primary research you can use: surveys, interviews, focus groups and observational research. ✅ For Secondary research you can use: market reports, competitor analysis and online analytics.

Zielgruppenverständnis ist das A und O im Branding. Denn jedes Produkt kann im Marketing für unterschiedliche Zielgruppen positioniert werden. Das Limbic Map Modell bietet hier eine gute erste Orientierung, in welchem Kundensegment man sich positionieren will und welche Bedürfnisse die jeweiligen Zielgruppen verfolgen. Starke Marken besetzen hier einen Bereich und passen ihre Kommunikation entsprechend an.

☝️Pour étudier le besoin de ta cible, as tu pensé à utiliser l'IA générative ? Tu peux maintenant créer un scénario où tu échanges avec ta cible pour comprendre et identifier clairement ses besoin. Chat GPT ou tout autre IA équivalente peuvent t'aider à mettre en place un brainstorming efficace ! 😎 🔧Pour cela tu dois donner un rôle à l'IA, et l'interroger. Si tu ne connais pas encore précisément ta cible, c'est aussi l'occasion de l'identifier. Précises ton activité, tes besoins, et toutes les informations qui te semblent utile, à l'IA. Puis échanges avec pour trouver ta cible idéale !

To understand branding position it depends on thr requirements of the firm. Even for choosing the research method to define and understand the brand position. Depending on whether you want to understand Qualitative or quantitative position of your brand

The Competitor Benchmark framework can be used to understand how competitors are operating and their positions. Positioning is always in relative terms. ↳ For a better positioning strategy, weigh the competitors against benchmarks or criteria and rank them based on their offerings. This helps derive insights on which position will be suitable for our brand and how that positioning can be achieved with actionable tactics.

Market competitors analysis is crucial especially in form of 4P's such Product Strategy, Pricing Strategy, Place Strategy and Promotion Strategy

Understanding your competition is key to identifying market gaps. Conduct a competitive analysis to uncover their strengths and weaknesses using methods like SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). This process highlights areas where your brand can excel. By pinpointing where competitors fall short, you can strategically position your brand to better meet consumer needs. Leverage these insights to capitalize on opportunities and address market demands more effectively, ensuring your brand stands out and delivers unique value.

Identify all possible mediums and platforms your potential users will visit, including social media, Google searches, YouTube videos, Amazon, and other e-commerce platforms. Community platforms like Reddit reveals genuine consumer experiences and perceptions, highlighting gaps between portrayed and actual performance. Consider indirect competition, such as substitutes or currently available solutions, to gain a broader understanding.

Surveys actually helps us understand the true position of a brand by focusing on survey from actual customers, frequent customers, seasonal customers, potential customers for quantitative analysis

Products or services that translate into solutions for customers' pain points with better customer experience can be positioned easily. Any kind of secondary research gives us only an anticipation of what the customer needs look like. Customer surveys and feedback are treasures that reveal customer needs in real terms. There will be multiple perspectives on current pricing, product features, and value propositions. Customer surveys provide a clearer picture of how our brand is perceived and what improvements are needed to achieve the desired positioning in customers' minds.

There are three key aspects to focus on during research: Consumer Conversations: What is the TG discussing regarding the category? This includes their thoughts, experiences, recommendations, and criticisms. Unfulfilled Needs: Identify problems consumers are still facing despite existing providers. This gap is crucial for carving out unique positioning based on unfulfilled needs. Buying Motivations: Understand the emotional payoff or benefits consumers seek. Determine what constitutes value for them and why they would be willing to pay a premium. This insight is vital for scaling the brand, expanding into new markets or product lines, and building brand equity to command higher pricing power.