Исследования
TOOLS AND RESEARCH METHODS
Understand the situation
SWOT analysis
Positioning map
Censydiam map
Communication audit
Semiotics
Trendwatching
Benchmarking
The Ansoff matrix
PESTEL analysis
Positioning map
Censydiam map
Communication audit
Semiotics
Trendwatching
Benchmarking
The Ansoff matrix
PESTEL analysis
Understand people
SCORE interviews with internal and external target audiences
In-depth interviews
Semiotics
Customer/user research
Empathy map
Semantic differential scale
JTB
Customer journey map
Visual brand driver
In-depth interviews
Semiotics
Customer/user research
Empathy map
Semantic differential scale
JTB
Customer journey map
Visual brand driver
Test hypotheses
Experiments and observations
Semantic differential scale
Surveys and testing
Focus groups
Semantic differential scale
Surveys and testing
Focus groups
The depth of research and the set of tools used depends on your project goals, access to respondents, circumstances, and business opportunities.
RESEARCH DIRECTIONS
Reserch
Competitive environment
Potential competitors
Main competitors
Positioning
Potential competitors
Main competitors
Positioning
Competitors
Overview and dynamics
Growth opportunities
Trends
Growth opportunities
Trends
Market/trends
Consumer characteristics
Price segmentation
Emotional and functional benefits
Price segmentation
Emotional and functional benefits
Product
Potential customers/clients
Target audience
Core audience
Target audience
Core audience
Comsumers