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product positioning analysis surveys

Product positioning analyses are for comparisons of a product or brand relative to the competition. These comparisons, or competitive positioning analyses, often compare the attributes and benefits that make up the product.

Product positioning analyses are sometimes termed "Best Practices" studies and focus on the question of "How does the market view us relative to the competition?" The analysis associated with this type of study is often a multidimensional preference analysis (Multidimensional Scaling Analysis). Several different types of positioning analysis are possible using different types of data, including:

  • Positioning with Respect to Competitive Products: Evaluations of preferences on a series of attributes for each competitive product or brand that the respondent is familiar with.
  • Positioning Based on Attribute Importance: Evaluation of attribute importance for competitive brands. Although the importance of specific attributes is often treated the same across products or brands, they may differ - especially if products have different use situations or psychographic appeals.
  • Positioning Based on Similarity or Dissimilarity of Brand Pairs: Pairs of brands are evaluated for similarity or for dissimilarity. They are then ranked and then data analyzed.
  • Positioning Based on Attribute Check Lists: Often this involves a correspondence analysis of attribute associations collected using Pick K of N categorical data. (See Whitlark and Smith, "Pick and Choose," Marketing Research, 2006.)
  • Positioning Based on Overall Evaluatioins KYST (Kurskal, Young, Shephard, Torgeson) Scaling: Evaluation of preference on similarity or dissimilarity of products (without formal recognition of product attributes)
  • Positioning Based on Thurstone Case V Scaling: Evaluation of overall brand preference (paired comparison).
  • Positioning Based on Actual Product Physical Characteristics: Evaluation of brand differences based on actual physical descriptors like power, size, dimensions, and features.
  • Knowledge of Brand Attributes: Perception on the level of product categories, quality, and its use.
 

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