Product positioning research is a type of market research that focuses on understanding how consumers perceive a product or service in relation to its competitors. It seeks to identify the unique features and benefits that differentiate a product from its competitors and how potential customers perceive them. Product positioning research helps companies understand how their products are viewed in the marketplace, allowing them to make informed decisions about marketing strategies, pricing, and other aspects of their business.
Product positioning research typically involves qualitative and quantitative methods such as focus groups, surveys, interviews, and observational studies. Qualitative methods allow researchers to understand consumer perceptions in-depth, while quantitative methods provide more objective data about consumer preferences. Through this combination of techniques, researchers can accurately understand how consumers view a product or service relative to its competitors.
The results of product positioning research can be used to inform decisions about branding, advertising campaigns, pricing strategies, product design, and other aspects of the business. Companies can use the information they gather from this type of research to create effective marketing messages that emphasize their product’s unique features and benefits over those offered by competitors. Additionally, they can use the insights gained from product positioning research to adjust their pricing strategy to remain competitive in the marketplace.