PBIRG Perspective

INDUSTRY FORUM

7

Developing a product positioning is a critical step in the brand development journey and it is key to ensure the positioning represents a compelling proposition for physicians, patients and payers that will be valued at launch and beyond .

Market research that sets out to explore or refine positioning can be challenging as there are several common pitfalls that are important to avoid . One of the biggest concerns is the avoidance of the predictable, obvious outcomes that are routed in the tendency to focus on the rational interpretation of the positioning concepts, many times perpetuated by the conventional approach of seeking to interpret positioning within the context of product profiles . In addition, rationalizing a positioning by concentrating on the words used rather than the idea it encapsulated can result in limited insight . As a consequence the research outputs may provide very little guidance for the development of differentiated, value propositions beyond the obvious .

This challenge is then compounded by the lack of consideration for the future market dynamics and how different this may look compared with the current market placewhile this is difficult to consider within a distinct market research study it should not be ignored . A specific example of positioning research, which employed a novel combination of market research techniques to ensure these common challenges were avoided, is discussed below .

Optimizing Aspirational Brand Positioning Through A Novel Combination Of Market Research TechniquesBy Elizabeth Kehler, DirectorAdelphi Research

As market landscapes become more

crowded, achieving competitive

differentiation becomes increasingly

important, and identifying a successful

aspirational positioning is a crucial step

in delivering the desired differentiation .

Exploring these positionings with a

target audience who can articulate

useful feedback using more provocative

market research techniques can prove

crucial to gathering useful strategic

insight for building a more emotive,

powerful aspirational positioning . Case study: Powerful aspirational positioning required

Case study background

There was a significant opportunity for a product in development for a respiratory condition that could change the treatment paradigm by creating a new class . It was of critical importance to identify a positioning for this product that would allow it to maximize its potential upon launch .

Innovative combination of market research techniques

As this positioning was being explored in early stages of development, there was an opportunity to take a more novel approach to the market research employing techniques that focused upon four key principles to ensure the positioning concepts were tested in a manner that would allow for a differentiated, engaging product positioning to be developed .

Future OrientationIt was crucial for respondents to think in the

context of the future disease landscape when reacting to the conceptsnot to think about current therapies, outcomes, and limitations.

This need influenced the manner by which respondents were recruited.

Focus On and Explore Ideas, Not Words

A key pitfall in discussing positioning statements is that they can be viewed as

advertising copy, and the discussion is about words rather than the essence of the idea. This was avoided through clear discussion, design and moderator briefing, thus ensuring a clear

focus on ideas, not semantics.

Focus On EmotionsOne key to success was getting closer to

the emotional tenor of respondents in their reactions to the ideasseeing if the concepts strike a chord. A variety of qualitative research

techniques helped in uncovering this level of insight.

Touchpoints

Ensuring a common understanding across all stakeholders, specifically the client company, market research agency, and creative agency, regarding the objectives of the research and most importantly the intent and differences

between the concepts, is crucial.

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Application of market research techniques

Achieving a future orientation

Inclusion of KOLs: Feedback from KOLs was key to exploring the positioning concepts, understanding the credibility, and identifying the data required to support the concepts . It was also important to ensure that the appropriate KOLs were recruited .

Recruitment: The screener used included tried and tested questions to identify mainstream respondents that were more likely to be creative thinkers .

Interview stimulus: A brief description outlining the future disease area, such as new market entrants and possible treatment paradigm changes, was developed by the team and discussed in the interview prior to viewing positioning concepts .

Focus on ideas

Avoid semantics: Concepts avoided terms like optimal or superior, which often will remind respondents of advertising copy, while moderator questions were used that lead to a reaction to the ideas, not words, for example, What do you think about this idea? instead of What is your reaction to this statement?

Check fundamental understanding: Exercises were utilized in the research to test if respondents understood the concepts, and found them distinct from each other . For example, respondents were asked to put the concepts into their own words, to play back their understanding of each concept .

Be sure ideas resonate: This is crucial as even if an idea is understood and accepted it must hit a motivating chord for the target audience within the right context for the product .

Focus on emotions

Top of mind associations: These were used to highlight emotional reactions as well as resonance of the ideas . For example, respondents provided 34 words that described each concept and also made selections of descriptors from a word bank .

Laddering based on rational aspects through to emotive outcomes: This technique is most useful in understanding how to build the most relevant product positioning .

Absence of product profile: As a difference from more traditional methodologies to test positioning concepts, the product profile was not shown in the interview; rather, moderators explored as a separate issue the specific data required for credibility of each concept .

Delivering touchpoints

Comprehensive concept briefings: Several meetings involving the client company, the market research agency, and the creative agency were organized to ensure a full understanding of each concept, and their relative differences, so that the research could be designed and implemented appropriately .

Regular debriefs: These were held during and after each research pilot day to determine whether any refinements to the concepts being tested were needed, as well as to ensure learnings across the research period were being shared across all those important to the final development of the positioning .

Involvement of key stakeholders: Whilst the research and creative teams were more involved on a day-to-day basis, it was also important to keep senior management at the client company informed of the research at each step of the way to ensure engagement and buy-in .

Case study outcome

This research adopted an innovative approach through combining various market research techniques, and ultimately provided insights absent in previous positioning research that had been conducted for the same brand . The novel approach allowed the research to overcome internal credibility challenges associated with previous research and to clearly demonstrate that the positioning concepts were clearly distinct from each other, and several offered something unique and compelling for the future . Additionally certain concepts were found to require market development and education in order to be fully appreciated .

For me, the key to unlock these insights was to let the constraints of positioning templates go, and exchange this with a free-flow discussion with highly trained moderators. Thanks to the team, we could achieve this. (Respiratory Strategy Director)

This research has provided the team with clarity regarding possible positioning concepts, how they relate to each other in the customers eyes, and importantly what will be required in terms of supporting data to ensure we optimize the brands potential. (New Products Commercialization Director)

Conclusions

The importance of a products positioning and the associated market research means that as an industry we need to continue to strive for better ways to develop more emotive, differentiated platforms for client brand teams . By ensuring a future orientation and focusing on ideas and emotions it is possible to deliver a stronger understanding of what a successful positioning looks like for an individual product .