Positioning Research

Collecting information from a sample of customers or potential customers about their perceptions of each product and its attributes and your organization as a whole will help you understand what image they have of your company and its products. It can be extremely helpful to survey these groups separately to understand if prospects’ views of your company change once they have conducted business with you.

We will help you identify what features are most important to potential buyers – and what features will set you apart from your competitors. For example, maybe research finds that quality has the highest importance to the customer and that prospects perceive your competition as having poor quality. Using this information to create and communicate a product with high quality can help you gain market share.

The buying process is complex and is influenced by both internal and external factors. In fact, there are specific steps that a customer takes before reaching a decision to buy. We’ll help you determine the process your target market goes through and the motivations at each step, so you can successfully position your products for purchase.

Product differentiation is the key to surviving in the crowded marketplace. By conducting a competitive positioning analysis, you can compare your products and services relative to your competition and determine which attributes and benefits are important to the customer. This allows you to position your product or service based on those attributes and benefits. It can also help you identify a smaller segment of the market with specific needs you can call your market niche. By focusing your resources on a smaller and more specific customer base, your business may be able to serve this group better than your larger competitors while using your resources more effectively.

Conducting a market research positioning study may leave you feeling like you want to adjust your market position. You may wish to change a product’s position or even the position of your organization. In today’s evolving market, expectations of customers, investors and employees can cause a company to change its positioning to meet the needs of stakeholders. At Vernon Research, we can provide you with the accurate information you need to effectively reposition a product, service or even your business or organization.