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Competitive perception mapping
Explore how consumers position your brand and competitors against key attributes, building a clear picture of the competitive landscape and where genuine white space exists.
Brand solutions
Positioning
Being different is only valuable if the difference matters to the people you are trying to reach.
Effective brand positioning requires a clear understanding of how consumers perceive your brand relative to competitors, which attributes they associate with you, and what would make you genuinely distinctive. incling's online communities provide the depth of consumer insight needed to identify, test, and refine a positioning that truly stands out.
The approach
How it works in practice
Competitive perception mapping, positioning concept testing, projective tasks, and territory optimisation with real consumers.
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Positioning concept testing
Test alternative positioning territories and supporting messages with target audiences, evaluating relevance, distinctiveness, and credibility.
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Projective and creative tasks
Use projective exercises and discussions to explore brand associations, category attitudes, and how your brand fits into consumers' lives and celebratory moments.
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Territory optimisation
Iterate on positioning options based on real consumer feedback, refining language, tone, and emphasis until you find the version that resonates most strongly.
Why incling
Why incling beats traditional research
Surveys measure stated perceptions but rarely surface the felt associations and emotional meaning that determine where a brand genuinely sits in consumers' minds. incling goes deeper.
Traditional research
Surveys capture stated perceptions, not felt ones
Limited ability to explore brand mapping in a truly exploratory way
One opportunity to test and explore concept and positioning
Restricted to a single-market perspective
incling Online Communities
Creative tools surface deeper emotional brand associations
Ability for participants to define groups and map brands without limitations
Iterative approach that allows for stimuli to be tweaked and revised mid-fieldwork
Multi-market studies reveal positioning variations
Outcomes
What you will uncover
A clear, consumer-grounded view of where your brand sits, where it could go, and what it would take to get there.
Competitive white space
The positioning territories that are credible for your brand and not yet owned by a competitor.
Brand associations
What consumers genuinely think and feel about your brand, and how those perceptions compare to your competitors.
Growth levers
The positive and negative influences on brand growth, and the specific messages and associations that can strengthen loyalty and unlock consideration.
Global communication direction
Consumer-grounded positioning evidence that can inform both local market activation and global communications strategy.
Strengthening Beck's brand position
Beck's needed to know where it really stood in a crowded German beer market. An intensive six-day, German-language community of 24 loyalists and lapsed or competitor drinkers clarified its true position and the levers that strengthen loyalty and open consideration.
Read the storyKeep exploring
Related solutions
Performance and Strategy
Evaluate where you are, so you know where to go next. Consumer perspective with the depth tracking surveys cannot provide.
Identity and Value
Brand value is not what you claim. It is what consumers believe. Strengthen what makes your brand genuinely meaningful to people.
Ready to see incling in action?
Talk to the team about your research challenge and see how positioning could work for your project.