User:Gautami.suvarna/sandbox

PDE (Positioning Development Exercise/ Product Development Exercise) Introduction: The Qualitative research tool enables us to understand how the consumer perceives and associates with a certain product or category and what it possibly means to them. It helps identifying potential positioning platforms for the product in a particular segment and how the product fit with these platforms It helps unearthing the Codes & themes that prevail in the category and mapping the brand with the themes The tool uses picture based stimulus to bring alive consumer ideation around the topic and explore various dimensions w.r.t to the product/brand/category such as – o	Associated moods and feelings o	Images o	Thoughts, etc.

The Process (Explained with the example of a beauty soap study): In PDE, it is critical to first identify a starting point while conducting the interview For example, if the study is undertaken for the product like a beauty soap. It is first necessary for the moderator (person conducting the interview) to understand what probably the word ‘beauty’ evokes emotionally in the respondents. Post this every respondent is asked to select two pictures from a given PDE deck that they felt could be best representative of what they felt beauty was to them. The respondents maintain the set of pictures selected with themselves Post having selected these pictures, every respondent is individually questioned by the moderator with respect to the pictures the respondent has selected. At this point, only and only one respondent interacts with the moderator at a time. The moderator then would ask the respondent to isolate the fact that he/she picked up the picture to represent beauty and would request the respondent to purely describe what the picture by itself and what they felt on looking at the picture.

Some of the questions that would probably occur can be as follows: 	Incase if the respondent picks a place, then how would they feel if they reached this place? 	Suppose if they picka person, then how do feel will you associate with this person?, etc.

What the moderator is doing here is creating stories and situations around the given picture setting a context to it.

Following this individual question and answering round, the moderator would ask the group of respondents to take all the selected pictures and divide them into different clusters on whatever parameter they wish to.

After having done this the moderator would ask the group of respondents to write down adjectives that would be apt to describe these different clusters of pictures and even also list down those adjectives that would not suit each cluster.

The intention behind this exercise is to get different spaces available for a given category. It enables to identify different positioning strategy the beauty soap company could probably use in order to launch itself or reposition itself in the market.

Incase of Product development:

Taking the same example of beauty soaps, the same process would be repeated, only certain questions and the direction in which the moderator would probe will be different. So, after the respondents have given their responses to the questions regarding the picture clusters and spaces available for the product have been identified. The moderator would further probe into how products in each of these spaces should be like. What the moderator is seeking to know is how within the same category products capitalize on different spaces and which of their characteristics help them to do so. The questions would be pertaining to characteristics and features such as: Shape and body of the soap  Expected color and lager during use  Smell  Expectations before use, during use, after use  Melting level desired, etc.

This exercise can be followed by a product placement exercise, where the same respondents can be given the product on trial bases and after 1-2 weeks can be asked to determine in which space would then the placed product be the best fit in.

The Benefit of the exercise to the commissioning party: The soap company if has not yet launched its product in the market, can learn the different spaces that it can enter depending on the characteristics of their product

If already existent in the market, its can better its positioning to relate to the consumers in better fashion and attract the right consumers.

Positioning Development Exercise/ Product Development Exercise
'''PDE (Positioning Development Exercise/ Product Development Exercise)

Introduction:''' The Qualitative research tool enables us to understand how the consumer perceives and associates with a certain product or category and what it possibly means to them. It helps identifying potential positioning platforms for the product in a particular segment and how the product fit with these platforms It helps unearthing the Codes & themes that prevail in the category and mapping the brand with the themes The tool uses picture based stimulus to bring alive consumer ideation around the topic and explore various dimensions w.r.t to the product/brand/category such as – o	Associated moods and feelings o	Images o	Thoughts, etc.

The Process (Explained with the example of a beauty soap study):

In PDE, it is critical to first identify a starting point while conducting the interview For example, if the study is undertaken for the product like a beauty soap. It is first necessary for the moderator (person conducting the interview) to understand what probably the word ‘beauty’ evokes emotionally in the respondents. Post this every respondent is asked to select two pictures from a given PDE deck that they felt could be best representative of what they felt beauty was to them. The respondents maintain the set of pictures selected with themselves Post having selected these pictures, every respondent is individually questioned by the moderator with respect to the pictures the respondent has selected. At this point, only and only one respondent interacts with the moderator at a time. The moderator then would ask the respondent to isolate the fact that he/she picked up the picture to represent beauty and would request the respondent to purely describe what the picture by itself and what they felt on looking at the picture.

Some of the questions that would probably occur can be as follows:

	Incase if the respondent picks a place, then how would they feel if they reached this place? 	Suppose if they picka person, then how do feel will you associate with this person?, etc.

What the moderator is doing here is creating stories and situations around the given picture setting a context to it.

Following this individual question and answering round, the moderator would ask the group of respondents to take all the selected pictures and divide them into different clusters on whatever parameter they wish to.

After having done this the moderator would ask the group of respondents to write down adjectives that would be apt to describe these different clusters of pictures and even also list down those adjectives that would not suit each cluster.

The intention behind this exercise is to get different spaces available for a given category. It enables to identify different positioning strategy the beauty soap company could probably use in order to launch itself or reposition itself in the market.

Incase of Product development:

Taking the same example of beauty soaps, the same process would be repeated, only certain questions and the direction in which the moderator would probe will be different. So, after the respondents have given their responses to the questions regarding the picture clusters and spaces available for the product have been identified. The moderator would further probe into how products in each of these spaces should be like. What the moderator is seeking to know is how within the same category products capitalize on different spaces and which of their characteristics help them to do so. The questions would be pertaining to characteristics and features such as: Shape and body of the soap  Expected color and lager during use  Smell  Expectations before use, during use, after use  Melting level desired, etc.

This exercise can be followed by a product placement exercise, where the same respondents can be given the product on trial bases and after 1-2 weeks can be asked to determine in which space would then the placed product be the best fit in.

The Benefit of the exercise to the commissioning party:

The soap company if has not yet launched its product in the market, can learn the different spaces that it can enter depending on the characteristics of their product

If already existent in the market, its can better its positioning to relate to the consumers in better fashion and attract the right consumers.