Hearing The Customer’s Voice
- Topics:
- Usability
- Source:
- Quirks Marketing Research Review
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Overview: Understanding the customer’s voice dramatically affects the eventual success or failure of new products. When corporations embrace a more customer-focused product development philosophy, they not only create satisfying products, but also understand how to position those products to create differentiation. This translates into success in the marketplace. Understanding brand image and the brand image of competitors is crucial to differentiation. However, while it is imperative to understand where the current brand and its competitors live, it is just as important to understand gaps because this is where potential opportunity dwells. If a link can be made between identified image gaps and a strong core value a differentiated, own able positioning may result. A combination of projective techniques should be used to gauge brand image for the category. Brand sort and a brand either personification or brand obituary exercise provides a well-rounded picture - including an overview of the category landscape and in-depth analysis on two to three focus brands.
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Format: HTML | Date: Jan 2000 | Pages: 1
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