Market Studies 12
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[edit] Product Positioning Analysis Surveys (Competitive Market Position)
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. The analysis associated with this type of study is often a multidimensional preference analysis (Multidimensional Scaling Analysis). 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?”
[edit] General Measures That Are Part of Product Positioning Analysis
Several different types of positioning analysis are possible using different types of data. The following outline identifies some of these options
[edit] Positioning With Respect To Competitive Products
Evaluations of product attribute performance for all competitive products that the respondent is familiar with. Evaluations of preferences are made for the different competitive products on each of a series of attributes. (This involves evaluation of each product or brand on a series of attributes.)
[edit] Positioning Based On Attribute Importance
Evaluation of attribute importance for competitive brands. The importance of specific attributes is often treated the same across products or brands. However they may differ… especially if products have different use situations or psychographic appeals. For example, a sports car may have different importance for power than a van.
[edit] Positioning Based On Similarity Or Dissimilarity Of Brand Pairs
Pairs of brands are evaluated for similarity (most similar pairs) or for dissimilarity (least similar pairs). Pairs would be ranked and then data analyzed.
[edit] 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.)
[edit] Positioning Based On Overall Evaluations KYST (Kruskal, Young, Shephard, Torgerson) Scaling
Evaluation of preference or similarity or dissimilarity of products (without formal recognition of product attributes).
[edit] Positioning Based On Thurstone Case V Scaling
Evaluation of overall brand preference (paired comparison).
[edit] Positioning Based On Actual Product Physical Characteristics
Evaluation of brand differences based on actual physical descriptors (power, size, dimensions, features).
[edit] Knowledge Of Brand Attributes
Perception on the level of product categories, quality, and its use.