Brand Study

The graph below shows the core results of a sophisticated study of three competing devices used in an intensely competitive service industry.

Product users participating in the research rated the “importance” of several device attributes and the “performance” of each brand on each attribute. The ratings were scored on a five-point scale. Thus, each brand attribute can be plotted on an X/Y graph and the result is a visual “Importance/Performance” depiction.

The points plotted on the graph show that most brand attributes clustered tightly together, but Brands A and B both had performance problems on Attribute #2.

The research client – Brand A – could see right away their product had a widely perceived deficiency on one attribute.

Brand Study
An X/Y graph shows brand positioning issues. More.

Price Point Research
Price clearly influences demand for a new drug. More.

Needs Assessment
Human services needs cluster in five areas, according to a United Way study. More.