Mastering Product Positioning: A UX Researcher's Guide

Read this blog to understand why brands should have a well-defined product positioning and how it affects the overall business.

Author

Kham Chakhap

Date

June 22, 2024

Think of a situation where you've poured your heart and soul into developing a revolutionary market research tool. It gathers data faster, analyzes it deeper, and delivers insights sharper than anything your competitors offer. Yet, after months of launch, your sales figures remain stagnant. Why? The answer likely lies in product positioning.

Having a clearly defined product position is more important than ever in the success story of a brand. Product positioning shapes how your target audience perceives your offerings, differentiates you from competitors, and ultimately drives sales and brand loyalty. Read this blog to understand the importance of investing in a strong product positioning strategy and how it can help organizations achieve a number of key benefits.

What is Product Positioning?

Product positioning is the process of defining your product's place in the market and the minds of your target customers. It's about shaping customer perception to create a clear mental image of what your product is, what it does, and why it's better than the competition.

Here's an important distinction to make: product positioning is not the same as product differentiation. Differentiation is about the features and functionalities that set your product apart from competitors. Positioning, on the other hand, is about communicating those differentiating factors to your target audience in a way that is meaningful to them.

The key elements of a strong product positioning strategy include:

  • Target audience: Who are you trying to reach with your product or service? Understanding your ideal customer profile is essential for crafting a positioning statement that resonates with their needs and pain points.
  • Unique Value Proposition (UVP): What makes your product or service special? What benefits does it offer that your competitors don't? Your UVP is the core message that you want to communicate to your target audience.
  • Competitive landscape: Who are your main competitors? What are their strengths and weaknesses? How can you position your product to stand out from the crowd?

By understanding these elements and conducting thorough market research, you can develop a product positioning strategy that effectively communicates the value of your offerings to your target audience.

Benefits of a Strong Product Positioning Strategy

A well-crafted product positioning strategy can deliver a number of significant benefits for market research firms. Let's delve deeper into some of the key advantages:

  • Increased brand awareness and market share: When you have a clear and consistent positioning message, you're more likely to be remembered by potential customers. This can lead to increased brand awareness and ultimately, a larger market share.
  • Attracting and retaining the right customers: A strong positioning strategy helps you attract customers who are a good fit for your product or service. This leads to higher customer satisfaction and retention rates, as customers who get what they expect are more likely to stick around.
  • Effective communication of product value proposition: A clear positioning statement helps you communicate the value proposition of your market research offerings to potential customers in a clear, concise, and compelling way. This ensures that your target audience understands the benefits of your product or service and why they should choose you over the competition.
  • Differentiation from competitors in a crowded market: The market research industry is a competitive landscape. A strong positioning strategy helps you differentiate your firm from the competition by highlighting your unique strengths and value proposition. This can be especially important for attracting new clients and establishing yourself as a thought leader in the industry.
  • Setting clear expectations for product features and benefits: By clearly articulating your product's position, you can set realistic expectations for what customers can expect from your market research services. This helps to avoid misunderstandings and dissatisfaction down the road.

Developing a Winning Product Positioning Strategy 

Step 1: Identify Your Target Audience

The foundation of any successful product positioning strategy is a deep understanding of your target audience. Who are you trying to reach with your market research services? Here are some key steps to take:

  • Define your Ideal Customer Profile (ICP): This is a detailed description of your perfect customer, including demographics like industry, company size, and decision-makers.
  • Conduct market research: Utilize surveys, focus groups, usability testing and other research methods to understand your target audience's needs, pain points, and buying behaviors. In this aspect, platforms like Entropik's Qatalyst can be instrumental in gathering these valuable user nsights.
  • Segment your audience: You may have multiple customer segments with different needs. Segmenting your audience allows you to tailor your positioning message to resonate with each specific group.

Step 2: Craft a Compelling Unique Value Proposition (UVP)

Your UVP is the heart of your product positioning strategy. It's a concise statement that communicates the core benefit your market research services offer and what differentiates you from the competition. Here's how to craft a compelling UVP:

  • Identify your product's core benefits and functionalities: What are the key advantages of your market research services? What problems do they solve for your target audience?
  • Highlight what differentiates your product from competitors: What makes your market research firm unique? Do you have a specific methodology, expertise in a particular industry, or cutting-edge technology?
  • Craft a clear and concise UVP statement: Your UVP should be easy to understand and remember. Focus on the benefits your services deliver and why they matter to your target audience. Here's an example: "Qatalyst is an integrated user research using Insights AI, leading to faster turnaround times and actionable results."

Step 3: Analyze the Competitive Landscape

Understanding your competitors is crucial for crafting a differentiated positioning strategy. Here's what you need to do:

  • Identify your main competitors: Who are the other market research firms vying for your target audience's attention?
  • Conduct competitor analysis: Research your competitors' strengths and weaknesses, their marketing messages, and their positioning strategies.
  • Look for gaps in the market: Are there any unmet needs that your competitors are not addressing? This is an opportunity for you to position your product as the solution.

By analyzing the competitive landscape, you can identify opportunities to differentiate your market research services and create a unique position in the market.

Step 4: Craft Your Product Positioning Statement

Your product positioning statement is a concise summary of your target audience, your UVP, and how you differentiate yourself from the competition. It should be clear, concise, and easy to remember. Here's how to structure your statement:

For example: "Qatalyst is an integrated user research platform using Insights AI that accelerates the research process by 6x and delivers actionable insights, allowing brands to make data-driven decisions faster than ever before."

Step 5: Implement and Refine Your Strategy

Developing a strong product positioning strategy is just the first step. Now you need to implement it and monitor its effectiveness. Here are some key actions to take:

  • Integrate your positioning statement into marketing materials: Ensure your website, brochures, presentations, and other marketing materials consistently communicate your positioning message.
  • Monitor customer response and market feedback: Pay attention to how your target audience reacts to your positioning message. Are they resonating with your UVP? Are you attracting the right kind of customers?
  • Be prepared to adapt your positioning based on market insights: As market conditions and customer needs evolve, be prepared to refine your positioning strategy to stay relevant and competitive.

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Product Positioning Examples

Let's look at some real-world examples of effective product positioning across different industries:

1. Dollar Shave Club: 

Target audience: Men who want a convenient and affordable shaving solution.

UVP: High-quality razors delivered directly to your doorstep at a lower price than traditional retailers.

Differentiation: Disruptive brand voice, focus on convenience and value.

2. Slack:

Target audience: Businesses looking to improve communication and collaboration.

UVP: A real-time messaging platform that replaces email for internal communication.

Differentiation: User-friendly interface, focus on team collaboration.

3. Tesla:

Target audience: Environmentally conscious users who appreciate luxury and innovation.

UVP: Premium electric vehicles that offer performance and sustainability.

Differentiation: Pioneering electric vehicle technology, focus on luxury and innovation.

These examples showcase how clear target audience definition, compelling UVPs, and strong differentiation can lead to successful product positioning. Now, let's bring it back to the market research industry:

Example 1: Focus on Speed and Actionable Insights

Target audience: Market research firms needing faster turnaround times and data-driven insights.

UVP: AI-powered market research platform that delivers real-time data analysis and actionable insights within hours.

Differentiation: Speed and efficiency through automation, focus on actionable results.

Example 2: Specialization in a Particular Industry

Target audience: Market research firms serving the healthcare industry.

UVP: Deep expertise in healthcare market research, offering customized solutions and industry-specific insights.

Differentiation: Specialized knowledge and experience in the healthcare sector.

Example 3: Emphasis on User Behavior Research

Target audience: Market research firms focused on understanding user behavior.

UVP: Advanced behavioral research tools that go beyond traditional surveys, providing a deeper understanding of customer motivations and decision-making processes.

Differentiation: Cutting-edge behavioral research methodologies, focus on uncovering deeper customer insights.

These are just a few examples, and the ideal product positioning strategy will vary depending on your specific market research offerings and target audience. However, they all demonstrate the importance of tailoring your message to resonate with a specific customer segment and highlighting what makes your firm unique.

Conclusion

A well-defined product positioning strategy is a cornerstone of success in the competitive market research industry. By understanding your target audience, crafting a compelling UVP, and differentiating yourself from the competition, you can communicate the value of your market research services effectively and attract the right clients.

Entropik can be a valuable partner in your product positioning journey. Our user research platform Qatalyst can help you gather deep customer insights, understand your competitive landscape, and develop a data-driven strategy that resonates with your target audience. By leveraging Entropik's solutions, you can gain a competitive edge and position your market research firm for long-term success.

Frequently Asked Questions (FAQs)


1. What are the four types of product positioning?

  • Benefit positioning: Focuses on the advantages your product offers to solve customer problems.
  • Feature positioning: Highlights the specific features and functionalities of your product.
  • Price positioning: Emphasizes affordability or premium value based on your product's price point.
  • Competition positioning: Positions your product directly against competitors, showcasing why it's a superior choice.

2. What is a good example of product positioning?

Dove soap positions itself as offering superior moisturizing benefits compared to other bar soaps, targeting people who want gentle cleansing and soft skin.

3. What is the product positioning statement?

A product positioning statement is a concise message that captures your target audience, the key benefit your product offers, and how it stands out from competitors. It summarizes the core of your product positioning strategy.

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Author Bio

As an intrepid explorer of both physical and intellectual realms, Kham seeks to unravel the intricacies of the human experience and merge them with the transformative power of AI. On odd days, she can be found wandering around trying to find that elusive scenic and quiet café where she can sip on matchas and get lost in the written word.

Kham Chakhap

Product Marketing Specialist

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