360° GAP-market- and positioning-analysis
Many brand successes show that you have to understand at least five dimensions of today’s complex markets if you want to find out the best positioning options for your brand.
To be able to detect and evaluate all possible chances in the market with market research you have to cover different search fields. Only this way you can be sure to work out the important cause-effect-chains for success. Actually, every positioning statement comprises of what an adequate market analysis on this objective is for:
- The emotional benefit promise (emotional benefit)
- The factual benefit promise (rational benefit)
- The benefit proof (‚proof‘, ‚reason why‘, ‚reason to believe‘)
- The usage situation(s)
- The target group and the conversion style, the „how“ of address (‚tonality‘, ‚life style‘, BrainCluster®).
The most frequently used segmentation methods only concentrate on one or two of these dimensions, mostly on rational benefits and partly on target groups models.
The K&A 360° Segmentation integratedly approaches the search task and employs specially developed causal analyses to be able to clarify all the information and their relations. The 360° GAP is a test concept that subsumes the advantages of a brand status as well as a brand structure, attitude- & usage and an image analysis,a future-orientated market segmentation and a classic market gap analysis. Furthermore, special analyses make sure that the promising cause-effect-chains,the brand uniqueness, the most important competitors and the volume source can be judged. The results of the GAP-analysis are the foundation for developing concret positioning and action recommendations, e.g.via the K&A brand triangle®.
We use other strategic market research techniques when they are sufficient for the solution of questions, e.g.:
- target group analyses, consumer analyses, U&A
- market segmentation, typologies
- process of buying decision analyses
- range structure analyses
- brand diversification/workability analyses
- trade research
- customer satisfaction research
- buying/information behaviour analyses