Why do customers choose you instead of your competitors? What are your market’s pain points? Answering these questions can help you develop a strong position in the marketplace and meaningful messaging to catch the attention of your target audience and get them to buy. If you don’t let your customers talk to you, you won’t know how to talk to them.
Rockbridge provides a suite of solutions to help companies understand their strategic position in the marketplace based on the needs of buyers. These include Positioning and Communications Research, Brand Equity Measurement, and Means-End Research.
Positioning and Communications Research
Rockbridge conducts positioning and communications research to help marketers understand how they are perceived in the marketplace and what drives buyers to their services. An important part of our studies focuses on the market’s pain points, or areas where they have a need that is not currently being met. We also measure brand awareness and image, the value of service features, and effective channels for communications. The results of the research can be used to create a unique positioning, and to craft communications messages that effectively attract buyers.
Brand Equity Measurement
Rockbridge also helps clients measure their brand equity and track it over time. We use a model of how marketing communications ultimately changes behavior toward a service or brand. The model is based on a framework that begins by building basic awareness, then increases the depth of awareness, then changes opinions towards the brand, and finally builds trial and usage. Rockbridge can conduct brand studies to support your agency or marketing department, or we provide an end-to-end solution for brand development that brings in agency partners.
To help clients understand customer needs and develop compelling communications, Rockbridge conducts Means-end studies that involve “laddering” interviews to identify consequences, emotions and values that drive choice. Our consultants use a sophisticated VOIP-enabled system for laddering over the internet. The final deliverable is a Buyer Decision Map that reveals strategic directions for positioning, messaging and product development.
Read whitepapers on Positioning and Communications.