Is this a creative or a research service?
Research only. We measure perception and test messaging options; creative development and campaign production remain with the client's own team or agency.
Market research · Positioning
Brand & Positioning Research
Perception, messaging and category-positioning studies grounded in evidence rather than internal assumption.
Overview
We measure how a brand is actually perceived, relative to its category and competitors, and test how proposed messaging performs before it is committed to a campaign. Work combines brand-tracking surveys, perceptual mapping and qualitative research, with a competitor claims audit so positioning recommendations are anchored in the current market rather than a static snapshot.
Methods
How the work is done.
The methods below are documented in every brand & positioning research engagement, so the findings can be checked and reproduced.
Brand-tracking surveys measuring awareness, association and consideration
Perceptual mapping against category and competitor positioning
Message and concept testing with representative audiences
Qualitative focus groups and paired-comparison interviews
Competitor claims and positioning audit
Example outputs
What you receive.
Deliverables are agreed at scoping. A typical engagement produces:
- Perceptual map of the brand against its competitive set
- Message testing scorecard with audience response data
- Positioning statement options, each with supporting evidence
- Brand-tracking baseline for future measurement
Relevant sectors
Where this work is commissioned.
Brand & Positioning Research is most often commissioned across these sectors, though the method travels well beyond them.
- Consumer & retail
- Financial services
- Technology & telecommunications
- Media & information services
- Education
Common questions
Frequently asked.
How many messaging concepts can be tested at once?
Most studies test three to five concepts against a common set of measures, which keeps the exercise statistically tractable and the results easy to compare.
Can positioning research be repeated to track change over time?
Yes. A tracking wave re-uses the baseline questionnaire and sampling approach so results are comparable across waves.
More services
Explore the rest of our market research.
Sizing Market Sizing
Bottom-up and top-down estimates of market value, volume and growth.
Demand Customer Research
Segmentation, needs and buying behaviour from primary fieldwork.
Landscape Competitive Intelligence
Structured analysis of competitors, positioning and market share.
Sectors Sector Reports
In-depth studies of industry structure, drivers and outlook.
Entry Market Entry
Feasibility, demand and regulatory assessment for new markets.
Diligence Investor Research
Commercial due diligence and market evidence for investment.
Policy Policy & Market Research
Regulatory impact and market analysis for public decisions.
Commission a project
Discuss a brand & positioning research brief with our team.
Tell us the decision you are trying to make. We will propose a scope, method and timeline, and be candid about what independent research can and cannot settle.