Inform Brand Positioning Territories

A national automotive repair chain and their advertising agency sought to develop new brand positioning and communications strategy, informed by customer understanding, input, and feedback.

APPROACH

W5 conducted three complementary and progressive research phases to establish a foundational understanding of consumers’ category behaviors, prioritize motivations for car care service decisions, and evaluate potential brand positioning approaches. W5 conducted in-person focus groups to explore consumer behaviors and preferences, a validation survey featuring a MaxDiff exercise to identify key drivers, and a brand positioning survey to enable review, feedback, and selection among a set of six divergent brand positioning approaches.

RESULTS

W5 helped the client understand their key target customers and their car repair and preventive services behaviors and decisions. Beyond basic psychographics underlying category attitudes and driving category behaviors, the MaxDiff analysis yielded clear prioritization of customers’ motivations for their brand and shop choices. Finally, the brand positioning evaluation highlighted two viable and resonant approaches to be further developed to effectively communicate with core constituencies.