Virtual Workshop

Workshop: Market Research and Product Positioning

Goals

• Introduce core concepts of market research and product positioning.

• Provide actionable steps to gather market insights.

• Develop strategies to position a product effectively in the marketplace.

Outline

I. Introduction (10 minutes)

Why market research and product positioning matter

Brief overview of the workshop

II. Market Research Fundamentals (30 minutes)

• Primary Markets:

• Defining your target audience (demographics, needs, pain points)

• Methods for identifying target markets (surveys, online research)

• Who is Already Buying?

• Competitor analysis (product offerings, pricing, marketing)

• Identifying similar product successes and failures

• Understanding Buyer Concerns

• Customer feedback (surveys, interviews, reviews)

• Anticipating objections and purchase barriers

III. Product Positioning (30 minutes)

• Unique Selling Proposition (USP):

• Defining what sets your product apart

• Crafting a compelling USP statement

• Messaging and Branding

• Aligning product messaging with target audience needs

• Developing a consistent visual identity

• Pricing Strategy

• Value-based pricing vs. competitor-based pricing

IV.  Putting it into Action (20 minutes)

Interactive Exercise: Participants work in small groups, applying market research techniques to a sample product or their ideas.

V. Buying Calendar (15 Minutes)

• Understanding seasonal trends and customer buying cycles

• Aligning marketing and promotional activities for maximum impact.

VI. Q&A / Discussion (15 minutes)