IÉSEG CONSEIL has solid experience in positioning studies. Our positioning studies apply to all sectors, all types of clients and all types of markets.
/ Understand the customer's perception of your brand.
/ Stand out from the competition by integrating significant advantages into your offer.
/ To create consumer loyalty and ensure their loyalty.
Firstly, a qualitative positioning study to identify typical consumer behaviour, to gauge the knowledge that customers have of the offers available and their perception of the differences with your competitors, as well as their expectations of the product or service in question. Data collection is carried out in the form of focus groups or semi-directive individual interviews, depending on the sensitivity of the subject matter. The objective is to obtain detailed and motivated answers and to access the opinion of a few insiders to broaden the field of reflection.
This is followed by a quantitative study that validates, clarifies and prioritizes customer expectations, supplier selection criteria and the causes of loyalty and infidelity in particular. Data collection is carried out in the form of questionnaires administered via telephone or the Internet, the aim being to gather a large number of responses in order to be able to generalize the statistical results to the entire population.
As part of our approach, we use many tools at our disposal to make the results of our studies ever clearer. For example, we use the NPS, Net Promoter Score, a major analysis tool for a positioning study that evaluates the loyalty of your customers to your brand.
Depending on your needs, our project managers can also offer you a satisfaction study that will measure the satisfaction of your customers or employees following your repositioning. It will highlight the factors of satisfaction to be highlighted in your communication as well as areas for improvement to correct points of dissatisfaction. The awareness study is also an excellent way to complete a positioning study and will allow you to have an exhaustive view of the image that your brand sends back to the general public and to your consumers.
Our structure acknowledges receipt of your request and puts you in contact with one of our project managers.
We define your needs and problems together. Thus, we will specify together the major stakes and objectives.
Within this proposal, you will find a precise methodology for the conduct of your study, as well as a provisional schedule and a detailed budget.
Following the signature of the commercial proposal, we start the study in accordance with the methodology established with you.
We select the best contributors among our panel of students from IÉSEG School of Management to carry out your study. We accompany our consultants on a daily basis in order to provide you with an analysis with high added value.
We present you the results of your study and give you the final analysis deliverable containing all the elements specified in the proposal. This deliverable is audited by our quality department to ensure that it meets our quality standards.