How to get your brand positioning right – how research can help

Phil Bardon’s Decoded has a really useful chapter on motivation – what makes consumers choose the brand they do. Our brains are wired towards goals, so the important question in any category is ‘what’s your goal?’. Brands that position themselves most effectively against the real goal of the consumer give them want they want, and will win in the market place.

So, research needs to uncover ‘what’s your goal?’ (or probably better put what do you need, what do you want from…?). Sometimes we need to be reminded of the point of research. Here’s a great reminder – to uncover the consumer’s goal. Simple!