Value proposition & differentiation
This is the nucleus of positioning & messaging, and differentiation. It defines the cost-benefit analysis of your offering by clearly articulating your promise (claims), differentiation and supporting evidence; and your price, effort and risk position to your target customer.
key questions answered
What is your customer promise?
What claims are you making about your product/service?
Are your claims relevant, appealing and believable?
What is the actual price?
What is the risk of buying your product/service? What is the risk of not doing so?
What is the effort required to adopt and use it?
How does your product compare to alternatives?
paradoxes approach
We use a blend of qualitative and quantitative research, as well as competitive analysis, to develop and test value propositions
Qualitative
- IDIs
- Focus groups
Quantitative
- Surveys
- Max Diff
- Word highlighter exercises
Compete
- Competitive positioning
- Messaging & product feature teardowns
Value proposition by audience
Value conversations by role
willingness to pay analysis