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How to Position a Technology Product


By Judith Uttal

That being said, we learned that our “DIY” market research efforts, while much better than previous attempts, would benefit from more knowledge. We learned through trial how to avoid mistakes in survey design.  For instance, we learned about list bias, and about being sure to randomize choices for respondents to place in priority order.  We were particularly disappointed that we had not asked for levels of current customer satisfaction on each buying dimension – what is the sense of positioning on a vector where the customer is already fully satisfied?

However, this experience inspired a corporate effort to develop a customer satisfaction survey. Through the customer satisfaction survey we received over 1800 responses which validated our positioning and now we are able to leverage the results as proof-points in our marketing collateral. The use of a combination of voice of the customer and inexpensive web survey tools has led to better decision making based on real data versus gut feel. The use of quantitative research results drives stronger collaboration, versus debates based on personal agendas and bias.