Not all important questions need complex methods to answer. Quadrant analysis is simple both to execute and understand, yet powerful in the amount and quality of information it yields. Consumer ratings of the importance of various product features are measured, as are consumer ratings of your competitors’ and your performance on these features. The joint position of these 2 factors is plotted in a two-dimensional quadrant so that you can visually inspect important features on which your product performs well, important features on which your product doesn’t perform well, less important features on which your competitors’ products perform well, important features on which no product currently performs well, important features on which . . . well, you get the point. Find where in the marketplace you are, where you want to be, and how to get there with quadrant analysis based positioning studies.
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