Brand & Positioning Research with MindCanvas
- How do my customers think about my brand?
- What are their emotional associations with a product?
- What language do customers use to describe the benefits of my product?
- How should I position my new product?
Game-like Elicitation Methods work better than standard research methodologies (surveys, focus groups, etc) at uncovering unconscious thoughts and feelings in the minds of customers. OpenSort is appropriate for understanding questions like what category customers think your product is in, or who they think your competitors are! A TreeSort exercise can help identify what attributes people associate with your and comparable brands.
Additionally, several MindCanvas methods can help uncover the language customers use when thinking about the benefits of your product, so that your communications are framed in the "voice of the customer", not the "voice of the designer/marketeer".
A marketing manager wants to understand how to position a new handheld for the business traveler: They use MindCanvas to understand how potential customers view various product concepts. Frequent business travelers are given a list of images (& descriptions) of 50 different types of handheld devices (including the target product). They are asked to sort these into groups using MindCanvas OpenSort. Their sortings and the labels for the grouping help the marketing manager decide how to position the new handheld, what features to emphasize and how frame its benefits.
A big coffee chain wants to understand how people view its brand: They use MindCanvas understand how customers & non-customers see their brand in the brand universe. People are given a list of related brands to sort into groups using MindCanvas OpenSort. Also, they are asked to give each brand grouping a name. The visualizations of this data can provide the company with a "map of the market" (a clear understanding of what space their brand occupies in the mind of the consumer).The vocabulary used by customers while grouping brands can give a rich trove of ideas for how to position the brand.
Have questions? Call 1-650-564-0000 or email firstname.lastname@example.org for answers, to find out about purchasing MindCanvas or to get access to live demo!