“There are no significant differences.” Is this what you hear when you test positioning alternatives? You’re not alone – this is a common occurrence, particularly for products that are somewhat familiar to consumers.

It’s time for a new approach to positioning testing, an approach that maximizes your research investment.

With Decision Insight’s positioning tools, you get to a deeper level – even if the overall positioning alternatives do not perform substantially different from each other, you can provide your marketing team and/or agency with the ammunition to create the optimal positioning.

In addition to a traditional, monadic testing approach, Decision Insight follows that up with a Maximum Difference analysis. This analysis takes elements from ALL of the various positioning alternatives, and tests the individual elements against each other. This allows you to identify the most compelling (and, conversely the least compelling) elements across the alternatives. Again, this gives your marketing team/agency input that can help them refine or build the optimal positioning.

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