Positioning research for distinctive capabilities in the market

Good positioning starts with knowing and understanding internally what the organization stands for and what it should convey: we call this the organization's identity. Employees and all external (marketing) communications play an important role here. The translation of this identity determines how you are perceived in the market: your image and reputation. To gain insight into how your organization scores on the most important core values and how you are perceived in the market compared to your (most important) competitors, it is wise to have a positioning survey conducted at least once every two years.

“In order to provide existing and future customers with the best possible service, it is important for us to understand the market, the way it is oriented, and specific needs, not just in broad terms. Markteffect proven, through its strategic insight and practical implementation, that it can uncover valuable details about how both we and our competitors are positioned in the market.”
René de Jong, Sales Director Benelux (TomTom Telematics)

How is a positioning research conducted?

A positioning research study is a more detailed version of a brand awareness and image study. Positioning research will cover some of the same topics (such as questions about the brand funnel), but it will also take a closer look at the competition.

In most cases, quantitative research is used, by means of an online questionnaire. However, there are also cases where organizations do not know exactly who their most important competitors are in the eyes of the target group, or where they do not know what the most common and important associations, wishes, and needs are . In that case, they may choose to start with exploratory qualitative research, for example in the form of in-depth interviews or an online community.

Qualitative positioning research

We have an extensive consumer panel and a large panel of participants from the business community. The large size of the panels ensures that participants can only participate once a year. In addition, we regularly add your own customers to the survey. The purpose of this additional target group is to find out whether the image among the market differs from the image among your own customers. Suppose, for example, that aspects such as quality and service are only moderately rated by the market, but are rated highly by your own customers. In that case, you immediately know that it is important to communicate that your brand does indeed deliver quality and service. Based on the report, we can then advise you on the best way to approach this.

How does Markteffect make positioning reseach unique?

We are happy to go the extra mile to ensure that the research is interpreted correctly and can be implemented appropriately within your organization. It would be a shame if the research report ended up in a desk drawer. That is why the report provides a number of concrete conclusions and recommendations, based on previous and similar studies and the knowledge of our marketing consultants. 

If desired, we will also organize and conduct an implementation workshop at your location. We call this the Next Step Session, which serves to interpret and implement the research results. This strategic session is organized with all internal stakeholders who will be working with the results and normally lasts 3 to 4 hours.

What are the benefits of a positioning research?

The positioning study provides you with tools to (better) claim your position in the market. You gain insight into the current performance of your brand or product in your market, supplemented with how (potential) customers view your organization in relation to the competition. We also answer the question of which wishes and needs are most important in your market and which provider (competitor) fulfills them in the right way. We believe it is important to ensure that you can make decisions based on the best and most relevant insights.

The insights from the positioning study are compiled in a practical and visual report, including conclusions and recommendations that you can use to take concrete action.