What this is
Category audits, perception studies and share of voice benchmarks. Positioning built on internal assumption is how brands end up promoting benefits customers do not care about.
What you get
Where it sits
What you stand for, said in a way a customer can repeat.
Frequently asked
Enough to disprove your main assumption. Usually twenty to thirty qualitative interviews plus a quantitative check.
Usually yes, and it is under-used. Support tickets and sales call recordings are the cheapest research most brands already own.
For repositioning, yes. For a tactical campaign, often not.
People who left tell you more about your positioning than people who stayed. Most research programmes never speak to them.
The number moves entirely with the comparison group. We fix the peer set with you before measuring so it cannot be flattered later.
The useful output is not a description of the market. It is the position nobody currently occupies that you could credibly own.
Also in Brand Strategy & Positioning
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