Abstract:

Since differences between products are becoming smaller and smaller, also the positioning of a product has become increasingly difficult. This paper shall deal with the implications this should have for the way we do image tracking and positioning studies. The following arguments will be put forward in this paper: 1. Qualitative methods of research are more sensitive to detect or expose weaknesses in the positioning of brands than quantitative methods of research; 2. A lot of results of quantitative image tracking or positioning studies are better or more in depth to interprete, if followed up by more in depth qualitative research; 3. The set of criteria and dimensions used in the quantitative measurement of images has to be re-checked and re-evaluated on a regular base.