As customer needs evolve and competition intensifies, traditional segmentation frameworks often fall short. Many segmentation models are based on demographics and psychographics, and often define customers based on traits such as their age, gender, attitudes and values. They tell you who your consumer is – but not why they make the choices they do.
To fuel meaningful, strategic growth, businesses need more than demographic snapshots. They need contextual insight. This is where frameworks like Demand Space thinking comes in.
Demand Space frameworks shift the focus from static consumer traits to the moments that drive decisions. Instead of defining your audience only by traits such as age, gender, or income, this approach considers:
It’s not about who your consumer is on paper – it’s about what’s happening around them, and inside them, when they make choices.
Consumers don’t always behave the same way, even when they share similar traits on paper. A single person has different needs and behaviors throughout the day, week, or year, and traditional segmentation often misses these moments that drive real-world decisions. Demand Spaces, on the other hand, are based on the moments where context, emotion, and need converge.
When implemented thoughtfully, Demand Spaces help businesses:
Demand Spaces help businesses find the moments when consumers are underserved by existing options. These blind spots often become the clearest opportunities for growth. By identifying emotional or contextual gaps in the consumer experience, teams can design solutions that respond to real pain points and not using assumptions.
They also help businesses go beyond what consumers say they want and uncover what they actually need in specific situations. This helps teams design offerings that better reflect real-world behaviors. It’s a way to spark smarter ideas, grounded in daily routines, shifting priorities, and overlooked occasions that traditional research often misses.
Demand Space tools help position brands based on context and need, not just category. This reduces overlap and creates clearer brand roles. That means brands can carve out distinct emotional territory, ensuring each one plays a defined role in the consumer’s life, not just on a shelf.
By focusing efforts on the most critical consumer moments – when the stakes, emotions, or needs are highest – teams can prioritize smarter. It enables brands to align resources with the occasions that drive the most value, loyalty, or conversion – improving both focus and ROI.
They also help in assigning each brand, product, or service distinct moments. This ensures they serve different needs or occasions rather than competing for the same ones. By separating who serves what – and when – demand spaces bring clarity to brand architecture and reduce inefficiencies across portfolios.
Demand Spaces help businesses unlock growth by bringing clarity to what consumers need, when they need it, and why. Instead of chasing broad segments or spreading resources thin, brands can focus on the moments that truly drive behavior – revealing new opportunities, reducing internal friction, and building solutions that resonate in the real world.
Let’s say your target is a 35-year-old parent who regularly shops for snacks. Depending on the situation, they might want:
Each moment carries different emotional and functional needs – and may lead them to choose entirely different brands or products. This is the nuance Demand Spaces capture.
In a challenging market, brands can’t afford to rely on guesswork. Demand Spaces provide both smarter lenses for targeting and innovation, a more human understanding of consumer behavior, and a faster path to discovering what will actually drive choice – and growth.
To identify and activate demand spaces, brands need to move beyond static surveys. Instead, they should use context-rich research tools like:
These are some of the methods that help businesses capture real consumer behavior, in real environments. At SIVO, we combine deep qualitative expertise with flexible research models to help you map the demand spaces that matter most to your business. Whether you're reassessing brand positioning, exploring whitespace for innovation, or trying to understand behavior shifts in today’s market – we help you with the right tools and insights for your business.
Want to talk about how Demand Space research can unlock strategic clarity for your team?
We’d love to help!
Be consumer first. Don’t be consumer only. Powerful words by leading Insights executive, Khary Campbell, VP of Consumer Research & Insights at Comcast.
https://youtu.be/xJSQO7VSw5Q
During a recent SIVO Insights Forum, Khary shared the importance of considering the implications of all functions. After all, every function is working in orchestra of the business.
Click here for a lively on-demand conversation “Bridging The Gap: Translating Insights Into Meaningful Business Results" to hear from Khary and other Insights experts including Eliana Whanon (General Mills, VP of Consumer & Market Insights) and Elizabeth Oates (Book Author, and former Ulta Beauty VP of Consumer Insights.)
Learn from Insights leaders as they discuss:
Thank you to Natasha Weith, VP of Research at SIVO Inc. for hosting The SIVO Insights Forum!
By Kerry Juhl
Brand positioning is a critical component of a successful marketing strategy. It defines how a brand is perceived in the minds of its consumer target, differentiating it from key competitors. A well-crafted positioning statement serves as the foundation for all marketing efforts and ensures consistent messaging across all channels.
The SIVO team has spent many years helping brand teams develop and evaluate brand positionings across a variety of industries. While every positioning project is somewhat unique, we have supported our clients with proven frameworks and research approaches, leading to the development of successful brand positionings.
The Positioning Statement
A positioning statement is a concise description of how a brand wants to “show up” in the world, highlighting the primary (and ideally, unique) benefit it provides, along with the rationale for how it can deliver the benefit. The statement typically includes the following format and elements:
For (consumer target), Brand is the only product type that provides (key benefit), because Brand has (feature/reason to believe), (feature/reason to believe) and (feature/reason to believe).
For example, Volvo’s positioning statement looks something like this:
For safety-conscious families, Volvo premium automobiles offer the safest cars on the road because they have advanced safety features, industry-leading crash test ratings, and innovative safety technologies.
The Brand Benefit Ladder
At the heart of developing a strong brand positioning is a solid understanding of the Brand Benefit Ladder, a strategic tool used early in the positioning development process. It helps brand teams articulate the value proposition by identifying benefits at four levels:
1) What it is
2) What it does
3) How it makes you feel
4) How it can transform your life
This framework ensures a clear articulation of the brand’s offerings and the emotional and transformational benefits they provide. Depending on the brand’s maturity and the competitive landscape, positioning can be based on functional benefits (what it is/what it does) or a more emotional/transformational benefits (how it makes me you feel/changes your life).
Positioning Types
There are a variety of positioning types that fit across the Brand Benefit Ladder:
Product Features:
Attribute-Based Positioning centers on specific features that distinguish the product.
Example: For homeowners, Dyson vacuum cleaners are superior carpet cleaners because they offer superior suction, advanced filtration, and allergen removal.
Value-Based Positioning is linked specifically to the price value of the product.
Example: For price-sensitive shoppers, Walmart offers everyday low prices by leveraging its extensive supply chain and scale to provide unbeatable savings on a vast assortment of goods, ensuring customers can save money and live better.
Functional Benefits:
Benefit-based Positioning highlights the key functional benefits or solutions provided by the product.
Example: For fitness enthusiasts struggling to exercise regularly, Peloton is the exercise bike that keeps you motivated to exercise because it delivers an immersive and interactive experience, world-class instructors, and a supportive fitness community.
Problem-Solution Positioning focuses on the problems that the product solves for customers.
Example: For individuals suffering from dandruff, Head & Shoulders provides effective and long-lasting relief from dandruff flakes and itchiness because it has a clinically proven formula that eliminates dandruff, nourishes, and protects the scalp.
Emotional Benefits:
Lifestyle Positioning aligns the product with a particular emotion or feeling.
Example: For athletes and active individuals, Nike enhances athletic performance and empowers athletes to reach their full potential through its innovative, cutting-edge sportswear products.
Cultural Symbolism Positioning uses cultural symbols and references to position the brand within a cultural context.
Example: For motorcycle enthusiasts seeking an authentic and exhilarating riding experience, Harley-Davidson is the iconic motorcycle brand that delivers powerful, custom-made bikes with a rich American heritage and embodying the spirit of freedom, rebellion and individuality.
Purpose-Driven Benefits:
Innovation-led Positioning sets the brand up as a leader in innovation and cutting-edge technology.
Example: For environmentally conscious consumers and tech enthusiasts, Tesla is the leading electric vehicle and clean energy company that offers a sustainable environmental solution via their innovative high-performance electric cars and cutting-edge technology.
Purpose-led Positioning centers on what the brand is doing for the world rather than the product itself.
Example: For socially conscious consumers, TOMS is the footwear brand that provides stylish and comfortable shoes while also making a positive impact on communities around the world though its One-for-One model, where each purchase directly contributes to improving lives in underdeveloped countries.
Purpose-Driven Benefits:
Innovation-led Positioning sets the brand up as a leader in innovation and cutting-edge technology.
Example: For environmentally conscious consumers and tech enthusiasts, Tesla is the leading electric vehicle and clean energy company that offers a sustainable environmental solution via their innovative high-performance electric cars and cutting-edge technology.
Purpose-led Positioning centers on what the brand is doing for the world rather than the product itself.
Example: For socially conscious consumers, TOMS is the footwear brand that provides stylish and comfortable shoes while also making a positive impact on communities around the world though its One-for-One model, where each purchase directly contributes to improving lives in underdeveloped countries.
Regardless of the type of positioning and where it fits on the benefit ladder, all positioning statements need to be clear, credible, and differentiated from the competition. It can then be used to inspire marketing executions across channels, to create consistent communications and connections to the consumer target.
Researching Your Brand Positioning
Developing effective brand positioning requires rigorous research, with the ideal approach being a combination of qualitative and quantitative research.
1. Qualitative Exploration: This phase uses one-on-one in-depth interviews with current and potential consumers to explore brand perceptions and refine positioning language. It helps the client team explore and understand the nuanced emotional and rational drivers behind brand choice and allows the team to modify and improve the positioning statements in real-time, based on consumer input.
2. Quantitative Survey: Once the positioning statements are refined, quantitative research helps identify the most motivating positioning from a handful of alternatives. Surveys and real-world experiments (e.g., testing via digital ads) can be used to test different positioning statements among a larger sample, assessing the impact on brand perception and purchase interest.
By using a combination of qualitative exploration and quantitative validation, brand teams can ensure their positioning is not only compelling but also grounded in consumer reality.
Your Source for Expert Consumer Insights
At SIVO, Inc., we are dedicated to helping our clients develop brand positionings that are clear, unique, credible, and most importantly, relevant to your consumer target. We are trusted advisors in supporting your positioning development and will design custom learning plans that generate the insights needed to carve out a unique space in the market and connect with your consumers. This holistic approach will set the foundation for enduring brand success.
Contact us via our website form or email us at Contact@SIVOInsights.com today to schedule a discovery call!
To Make Your Workload Manageable
By Marilyn Weiss
In these inflationary times, companies are cutting operational costs, including their workforce budgets. In 2022, there were at least 154,000 layoffs from more than 1,000 tech companies and so far in 2023, the trend continues with 55,000 layoffs to date. (USAToday.com & Layoffs.fyi, Jan. 2023)
Not only is this devastating for employees that have been laid off, but it is also difficult for those who remain. Post layoffs, organizations become leaner and the scope of work for each employee gets stretched wider. Employees are asked to stabilize the organization and drive future growth with fewer resources.
On the bright side, this increase in individual scope of work can create opportunities to gain new experiences and demonstrate leadership. However, the broader scope can also leave employees feeling overworked, stressed, and unable to manage the expanded workload. When it feels like there is just too much work and not enough hours in the day to get it done, the best way to manage through it, is to adopt a “Fractional Mindset.”
What is a Fractional Mindset?
A fractional mindset is a new way of thinking. It’s breaking down a system into smaller fractional pieces. When you are faced with a problem, adopting a fractional mindset makes the problem smaller. A fractional mindset, when applied to your assigned workload, allows you to approach your role and responsibilities by dividing them up into smaller, fractional tasks. This gives you freedom to take a step back to strategize and prioritize the best way to complete them.
Prioritize the Workload
The first step requires some analysis. You will need to prioritize your list of tasks and/or objectives based on what will add the most value or make the most positive impact on the business. A best practice is to sort the completed list by those items that make the most positive impact on the business or drive business growth.
Delegate the Workload
The next step requires some self-reflection. You will need to consider which tasks/objectives YOU should personally complete and which ones are best to delegate to ANOTHER to complete for you. Ask yourself some questions to determine if YOU or a delegated resource under your direction is best:
If the answer to these questions is, “No”, consider the possibility of others doing these tasks on your behalf, under your supervision. This allows you to manageably “stretch your bandwidth” across your workload, without becoming overwhelmed and stressed by trying to do it all yourself.
Delegation Resources to Consider:
The pros and cons of each resource are captured below:
When to Utilize your Resources
Internal peers or direct reports are a great option when the team has capacity to take on your assigned workload. If your teammates do not have capacity, delegating to your external agency partners to manage finite projects is a great option.
Sometimes, however, you just need to essentially “clone yourself” or bring in an expert with a skillset that differs from your own. In these instances, you can bring in fractional professionals that, with a little onboarding, can hit the ground running. Delegating to your fractional resources can help you work through your increased workload and objectives in a manageable way.
How SIVO can Help
For insights teams, SIVO offers full-service custom research design, management, and execution to help you with custom market research projects. SIVO On Demand Talent solution also has 100+ fractional Consumer Insights Professionals with a range of skillsets to help you meet your business objectives on your timeline, reducing your stress while allowing you to make a positive impact on your business.
Adopting a fractional mindset will help you approach your role and your workload with confidence, efficiency, and effectiveness. And when the time comes, let SIVO be the agency that you delegate to! Contact@SIVOInsights.com
By Natasha Weith
Innovation is often seen as a creative pursuit—a way for businesses to stay ahead, differentiate, and drive growth. But for many companies, the innovation process feels uncertain. How do you know if an idea will resonate in the market? Will consumers adopt a new product, behavior, or service? How do you distinguish between a promising concept and a costly misstep?
Most innovation initiatives are guided by internal vision, expert intuition, and trend analysis—all valuable inputs. But in a rapidly shifting consumer landscape, these elements alone aren’t enough.
Too many innovations fail—not because they weren’t good ideas, but because they weren’t validated in the real world before launch. The key to success? Embedding consumer input via market research into every stage of innovation instead of treating it as a final checkpoint.
Companies often assume they “know” their market. Here’s where innovation efforts commonly go wrong:
The result? Companies invest millions in ideas that sound good internally but fail to gain traction.
Consumers don’t just react to new offerings—they make trade-offs based on convenience, price, and habit. A product might be superior on paper, but that doesn’t mean consumers will switch.
To succeed, businesses must:
Without these insights, even a groundbreaking innovation can flop.
The most successful companies don’t just test ideas—they build them alongside the target consumer using agile, iterative research. However, even companies that invest in research get it wrong when they:
✖︎ Use Research as a One-Time final checkpoint – Instead of a continuous input, insights are only used for last-minute validation.
✖︎ Seek Confirmation Instead of Challenge – Teams look for data to support their pre-existing beliefs instead of stress-testing their assumptions.
✖︎ Over-Rely on Stated Consumer Intent – What consumers say they’ll do and what they actually do aren’t always the same.
✖︎ Fail to Connect Insights to Execution – Research reports sit in PowerPoints instead of shaping strategy and launch plans in real-time.
That’s where agile market research comes in. And let’s be clear: Agile research isn’t just about speed – it’s about making sure insights are integrated into the development process and at every decision point. Here’s how:
By embedding agile insights, companies create faster, more successful go-to-market strategies—without unnecessary spend.
It’s easy to get excited about a breakthrough idea. But without rigorous, real-time consumer input, even the most promising innovations can fail.
The best companies don’t just test innovations—they co-develop them with their consumer target. They ensure research isn’t a last-minute formality but a continuous input that sharpens ideas and launch plans and accelerates success.
As you think about your next big move—whether launching a new product, repositioning a brand, or identifying a growth opportunity—ask yourself:
If you’re not fully confident in the answers, it’s time to rethink how market research fits into your innovation strategy.
At SIVO, we help businesses turn market research into a competitive advantage. Whether you're validating early-stage concepts, refining go-to-market strategies, or optimizing post-launch success, we ensure that insights fuel smarter, faster decision-making at every stage of the process.
Our senior insights professionals specialize in agile, in-context research that goes beyond validation to actively shape breakthrough innovations. And with On-Demand Talent, we provide fractional research experts to scale your capabilities—without long-term hiring commitments.
Want to sharpen your innovation strategy? Contact us at Contact@SIVOInsights.com or visit SIVOInsights.com to learn more.
SIVO Insights brings together research, talent, and intelligent technology to help organizations navigate complexity with confidence. Have a business challenge? Let's talk!
We bring together research, talent, and intelligent technology to help organizations navigate complexity with confidence
