Your prospects need to understand in one sentence what you sell, to whom, and why you. Test yours in three minutes.
Your positioning answers four questionsLet's see how yours holds up.
“A prospect gives you ten seconds. If they can't see what you can do for them, they move on.”
Theory
It's not the list of your services. It's the place you hold in a client's mind, against your competitors.
It answers four questions: what you do, who you serve, the problem you solve, what makes you unique.
And it's built for a target. Change the target: what you do stays the same, but the problem solved and the proof change.
Sources: Ries and Trout, Positioning (1981), who coined the term. Kotler and Keller, Marketing Management: a distinctive place “in the minds of the target market”.
“We test packaging for cosmetics brands, before launch. Our tests take place in store, with the product on the shelf next to its competitors: you know whether it will be seen, and chosen.”
“We test packaging for retailers, before listing. Our tests take place in store, with the product on the shelf next to its competitors: you know which one will sell through.”
In blue, what changes from one target to the other.
Theory
Five companies you know, one at a time. Their positioning, as written on their website, rated on the four points.
“AI consumer insights engine for global B2C brands. Join the dots between surveys and interviews with real consumers to make decisions faster, sharper and more valuable. We’re the only consumer insights platform to give you flat, predictable pricing – no matter who or where your audience lives.”
As written on its website.
“Euromonitor helps you unlock growth with our award-winning research into markets, industries, economies and consumers. 50+ years of independent research. Analysts in 100+ countries.”
As written on its website.
“From the design studio to the boardroom to the showroom, JD Power gives companies the data, analytics, and insights to make smarter, more informed decisions. Whether you're shaping vehicles, selling them, financing them, or insuring them, JD Power helps you act with confidence at every stage. Proprietary data drawn from millions of verified customer experiences.”
As written on its website.
“Understand the changing needs of your employees, customers, attendees, and buyers with continuous feedback. The world's most popular survey platform used by 260K+ organizations worldwide.”
As written on its website.
“Global Market Intelligence & Research Agency. You're an ambitious business driven to understand consumers, predict trends, and stay ahead in a rapidly evolving world. With our market intelligence, you'll gain the insights needed to act decisively.”
As written on its website.
Five well-known companies. None says, in one sentence, what its client gets.
We've analysed the positioning of more than 500 research providers. Enter your company to see our analysis. Not on the list? Tell us, and we'll add it.
Your result
The detailed analysis is in French for now.
What next
It tells you who to reach out to: your targets. And it gives you the message that shows the person you're talking to how you're different, and what problem you solve for them.
What's left is finding the right company, the right person, and the right moment.
Your positioning adapts to each target: that's what guide 2, your target, is about. Coming soon.
Available practical guide: your booking link →
mazeo is the only prospecting tool built for market research.
It finds the right company and the right person for you, and helps you deliver the right message at the right time.