The Challenge:

A leading golf equipment manufacturer was preparing to reposition its brands and wanted to know the following:

  • What are the key performance attributes of the product categories in which we compete, that drive consumer purchases?
  • How does the customer perceive my brand versus my competition?
  • Does actual product testing alter perceptions and intent?
  • How can I best position my brands to create a differentiated and ownable place in the market?

The Solution:

  • Product was tested among eight “anonymously sponsored” focus groups against multiple targets in national markets
  • Focus group participants were videotaped and feedback was provided to the equipment manufacturer to implement enhancement of product positioning