Marketing Positioning Essay example
Quantitative methods come next. Some type of survey research (awareness, trial and usage, or a segmentation study) is the next step. Again, as with the qualitative phase, the definition of the sampling universe must be kept broad and inclusive to avoid the preordination error. The purpose of the quantitative research is to confirm the hunches and hypotheses from the qualitative research, to more precisely define brand images and associations, to accurately measure awareness and knowledge levels, and to size the market segments identified during the qualitative phase. Now, by combining and analyzing the results of the qualitative and the quantitative research, the number of basic positioning possibilities can be reduced to a small number of high potential positioning concepts. However, at this stage these ideas are not developed enough for final testing.
Innovation methods are often a next step. Small groups of target market consumers (often screened to be exceptionally creative) are used to generate a large number of positioning concepts, based on the results of the qualitative and quantitative research. That is, the previous marketing research is used to focus the creative efforts on basic positioning concepts of known value. A group of eight to