The product strategy should give freedom of maneuver and at the same time define clearly the borders behind which stretching the brand performance is not a viable option. Just pay attention to not define it too narrowly. Read more “Product strategy and freedom of execution”
The product Positioning Statement is part of the Marketing Strategy, which includes three more elements: goal, brand purpose, and target definition.
Positioning statements should be built upon 4 pivotal brand elements: Read more “What is the product positioning statement?”
How large should be a survey sample?
What survey sample size? A survey sample analysis helps using survey data appropriately so to make correct decisions.
There are 4 main methods to determine a survey sample size: Read more “What survey sample size?”
Usage and Attitude surveys (U&A) investigate product usage and consumer attitude towards one or more products or a whole product category, and they may help creating strategic Read more “What is a Usage and Attitude survey study?”