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Qual or quant? Qual do focus groups (3-5 groups of 5-7 people). Quant you can just do an online survey. Then ask people whether they think the position insight is true for them, if they feel like it’s something the brand could say, and if it’s different from other brands. Use about 10-30 questions (depending on how much other stuff you need) and in both Qual and quant use likert scales (definitely disagree, disagree, neutral, agree, definitely agree). Whatever you do, don’t use Milward Brown.
+ on don’t use MB.
Are you testing messaging and brand attributes or benefits? Agree with what Strat Dir 1 said; you can also take attributes/messages and ask them to rank how true it is for your brand/competitors.
TBH I find testing an architecture kind of odd...at the architecture stage things are typically pretty baked, and it’s a matter of organizing and getting the right words. But you know the strategy/positioning, and if you’ve done the work to get to that, testing seems like overkill.
Thank you! Great questions. Here’s a little more context: Starting with qual, likely triads. The revised brand architecture involves moving to a master brand strategy and making existing endorsed brands product lines instead. Although I’ve designed and facilitated a lot of research in my career, I’ve never done architecture research. I’m thinking it would make sense to do a card sort, like UX testing would, to help present the structure in a digestible way and make it possible for them to rearrange it easily as they communicate any prospective challenges they anticipate or issues they have. The goal of the qual is not so much ratification, but to get a gut check and have customers help us identify and address any issues on their end so we can resolve appropriately. But since this is new to me, I want to ensure that whatever we do is grounded in any existing best practices — which I’ve been struggling to find. Thanks so much for any help!