Attribute analysis is a powerful tool used by marketers to determine the position of current market offerings. At BioBM, we primarily use it to assist in positioning of clients’ products, services, or brands in advance of drafting core messaging, but it can just as easily be used to help guide product development, corporate branding, or any effort where competitive positioning may influence decision-making.
An attribute analysis helps to identify key differentiators and shows how crowded or competitive any particular position is. Combined with data on customer preferences, an attribute analysis is an extremely powerful yet relatively easy-to-use tool that can and should be the foundation of positioning for any important company offering.
Performing an attribute analysis can seem daunting if you’ve never done it before, but we’re providing a template (in MS Excel) along with detailed instructions on how to use the template in order to perform an attribute analysis. Even if you’re an attribute analysis veteran, this template will save you tons of time and help automate data compilation, presentation, and analysis.