This year consumers are torn between needs and wants and brand positioning is the best way to remain relevant in the buyer’s mind With certain brand positioning techniques a product can become both a necessity and a want for the price conscious customer

The current state of the economy has seen an exponential increase in the popularity of omnibus studies An affordable alternative to custom surveys for companies with shrinking or nonexistent research budgets, omnibus data is derived from shared polls sponsored by multiple clients

What can a market research firm do for you Quite a bit, actually

What is a brand More than a mere product, service or company, a brand exists in the mind of the consumer as an association with a particular product, service or company

Every company, brand and sector is affected by public opinion But it is the opinion of your target audience that reveals key truths about how to run your business

Before you can create a compelling brand, or successfully market your product or service, it’s essential to know who your target consumers are and what they want, need, think and feel Gained through quantitative and qualitative research, consumer insights can supercharge your messaging, helping you capture the attention of your target audience and sharpen your competitive edge

Virtually all market research can be broken out into two categories: quantitative and qualitative While studies often combine the two, understanding how to use them will ensure you get the most out of your market research spend

Executive Summary Much has been both said and written about the decline in consumer spending during the recession; much less is said about the opportunity that lies in a highly disrupted marketplace While it’s true that customers are more knowledgeable (and often skeptical) than ever, this recession has done what generations of marketers have tried and failed to accomplish – opening consumers’ minds to new brands and new options