Key Questions Answered:
Should you position on attributes, benefits, category leadership, use case, user, price?
How do your competitors’ position?
Which messages are table stakes? Which differentiate you?
What words that you use are most appealing? Most detracting?
How believable is your message?
Which messages drive action – Interest in learning more? Starting a trial? Contacting sales? Clicking through?
Comparative positioning & messaging analysis
IDI’s & Focus groups
Quant surveys using stack ranking, Max Diff, highlighter exercises, and other message testing techniques.