Testing the health of a brand / product compared to the competition

Why and when?

  • When investigating brand health, when a brand lacks life
  • In the brand repositioning process, when looking for new positioning areas
  • While looking for new concepts
  • When new directions are needed for communication
  • Pre-tests for adverts when content is controversial

What do you get?

  • Detailed analysis of the strengths and weaknesses of a brand / product
  • New positioning ideas
  • Recommendations addressed to winning over consumers of competitor products, halting negative trends


  • A type of focus group based on conflict: 9 respondents split into 3 groups of opposing attitudes
  • Respondents have to be assertive and have very firmly-held views on the subject we are interested in; brand users must be its "ambassadors"
  • Two moderators, "confiding room" (allowing the individual questioning of a respondent, additional stimulation when necessary)
  • The conflict situation provokes the disclosure of real attitudes free of stereotypes

Learn more

Patrycja Szymańska
Qualitative Research Director