How your products and services are positioned in the marketplace, and the messaging that you use to communicate
and reinforce that position, are essential elements to success in today's competitive environment. Boston Research
Group employs a number of techniques to identify how customers perceive your products and/or services, and to develop
the product and messaging strategies required to reinforce or alter the position.
Product positioning and messaging research allows the research team to:
Identify how potential customers perceive your product or service.
Determine whether those perceptions are positive and should be reinforced (via messaging, pricing, product features, etc.) or negative and must be overcome.
Identify the single most compelling position for your product or service and identify the message strategies that drive this position
Explore the language and vernacular the customers use to describe benefits associated with your product (essential for messaging).
Identify the key product/service features and capabilities that support the position.
Verify that your messaging meets key communications criteria such as believability, uniqueness, importance to the customer, defendability, and ability to motivate the customer to purchase.