Many Australian SMEs spend time crafting what they *think* is a compelling market position – how they’re different and better than the competition in the eyes of their ideal customer. But a brilliant position is useless if it doesn’t resonate with the people you’re trying to reach. That’s where customer research comes in. It’s not about confirming what you already believe; it’s about rigorously testing your assumptions and refining your approach.
We often see businesses skip this crucial step, leading to marketing campaigns that fall flat and wasted resources. Validating your positioning isn’t a one-off exercise, but an ongoing process. Here’s how to do it effectively:
- Concept Testing: Before launching anything big, present your proposed positioning statement (a concise description of your target customer, your offering, and your key benefit) to a small group of ideal customers. Ask them to explain, in their own words, what the statement means to them. Are they immediately clear on the value? Do they find it believable?
- Jobs to be Done Interviews: Forget asking customers what they *want*. Instead, focus on understanding the ‘jobs’ they’re hiring your product or service to do. What problem are they trying to solve? What progress are they hoping to make? This reveals the underlying motivations that drive purchasing decisions, and helps you refine your positioning to address those needs directly.
- Competitive Frame Analysis: Show customers how you position yourself *against* your main competitors. Don’t ask “Do you prefer us?” Instead, present side-by-side comparisons of messaging and ask which resonates most strongly and *why*. This uncovers your true competitive advantage.
- Value Proposition Validation: Once you have a clear positioning, test specific claims about your value proposition. For example, if you position yourself as the ‘most reliable’ provider, ask customers to rate their agreement with that statement and provide examples of why they believe it (or don’t).
Remember, the goal isn’t to find people who agree with you. It’s to uncover genuine insights that will strengthen your positioning. Keep sample sizes manageable – even 5-10 in-depth interviews can yield valuable data. As you head into 2026, consistently incorporating customer feedback into your positioning will be vital for staying ahead in a competitive landscape.
The outcome of this research should be a refined positioning statement, backed by evidence, that clearly articulates your value to your target customer. Your next step? Integrate this validated positioning into all your marketing materials, from your website copy to your social media content.
