Brand Positioning
Research That Shows
Where You Stand.
Sapience examines how consumers see your brand in relation to its competitors and which position it can credibly claim. Our brand positioning research tests how your brand is perceived, what sets it apart and which messages resonate. Across the UAE and GCC, the findings show where your brand is distinctive, where it overlaps with competitors and where an opening remains.
Discuss Brand Positioning Research
A Brand Positioning Study
Built to Test the Position
We explore the perception first, and then we test the position. A brand positioning study begins by exploring how consumers describe your brand and its competitors. It then tests those views, and the positions you are considering, with a sample structured to reflect your target market.
Exploratory Research in Consumers’ Own Words
Focus groups and in-depth interviews, held in person or online, explore how consumers describe brands, what they expect and what they value. Techniques such as laddering link product features to the benefits and values behind them. Discussions are held in Arabic and English.
Quantitative Survey Across Your Target Market
A survey among your target consumers rates your brand and its competitors on the attributes that matter, and it also records how important each attribute is. It is conducted online (CAWI), face-to-face (CAPI) or by telephone (CATI). Quotas on age, gender and nationality help align the sample with your target market.
Positioning and Message Testing
Positioning statements, propositions and messages are shown to target consumers. We measure which ones they understand, believe and prefer.
Perceptual Mapping and Driver Analysis
Perceptual mapping places your brand and its competitors on a single map. Driver analysis then shows which attributes are most strongly associated with consumer preference.
What Consumers Think,
Before You Decide
Every positioning decision is stronger when it rests on evidence from consumers.
Understand Your Current Perception
Brand perception research shows how consumers describe your brand today and how closely that matches the way you want it to be seen.
Find Where You Stand Apart
Brand differentiation research identifies the attributes on which your brand stands apart and those on which it looks the same as its competitors.
See Who Holds Which Position
Competitive positioning research places your brand and its competitors on one map, showing who holds which position and where space remains.
Weigh Importance Against Performance
We measure how much each attribute matters to consumers and how well each brand delivers it, so you can see where importance and performance diverge.
Learn Which Messages Land
Brand messaging research shows which messages consumers understand, believe and find relevant, and which messages they dismiss.
Test the Appeal of Each Proposition
Value proposition research tests which benefits and propositions consumers find most compelling and credible.
Compare Audience Differences
A position can appeal to one group and fail with another, so we compare results across age, nationality and language groups.
Brand Positioning Analysis
With Clear Direction
We turn survey and discussion findings into a structured view of where your brand stands and where it can move. The findings are written for brand, marketing and strategy teams.
Perceptual Map
Your brand and its competitors are plotted on the attributes consumers use to judge them. The map shows where each brand sits and where space remains.
Positioning Gap Analysis
Our brand positioning analysis compares how your brand is seen with how you intend it to be seen. It then identifies the gaps you need to close.
Message and Proposition Scorecard
Each message and proposition is scored on clarity, credibility, relevance and appeal. Verbatims explain the scores.
Positioning Recommendations
We set out the direction for your brand positioning strategy, including which position to own, which proof points to emphasise and which messages to use. Each choice is supported by the evidence behind it.
Independent View.
Practical Findings.
Positioning decisions are usually debated internally before they are tested with consumers. Sapience brings the consumer’s view into that debate. We design the research around the positions you are considering and recruit the consumers whose opinions will decide whether those positions work. One team carries the work through to reporting.
We have experience across the UAE, Saudi Arabia and the wider GCC. This allows us to build samples that reflect the nationalities, ages and languages of your market.
Where Should
Your Brand Stand?
Tell us about your brand, your competitors and the positions you are considering, and we will recommend how to test them.
Discuss Your Positioning