QRCA Qcast: Speed Dating The Brand
Having trouble squeezing 15 brand positioning statements into a 2-hour focus group? It is one thing to test the likability of a brand position, but how does one go through 15 potential positioning statements to determine if they are important to the target audience, highly relevant to the brand, and motivating to the buyer?
This presentation illustrates a practical and hands-on look at a qual-quant method for sifting, analyzing and understanding multiple brand positioning statements based on their importance to the target audience, believability and uniqueness to the brand, as well as ability to motivate. Some of the takeaways include:
- Key questions for evaluating positioning
- Data reduction techniques
- Arriving at key concepts
- Using numbers to drive probing
- Presenting quant in a qual report
QRCA Qcast- Using Quant Techniques in Qual Positioning Research
This presentation was delivered September 2011 by 20|20 Research Founder and CEO Jim Bryson as part of QRCA’s Qcast webinar series.
