Resumen de Standing out from the crowd

Michael McCarthy, Gillian Oakenfull

• This study explores Caucus, a research methodology specifically designed to elicit the key brand associations that drive product differentiation and brand positioning in product categories characterized by many competitor brands--each having a relatively low market share. It begins with an overview of this methodology, contrasting it with two existing brand-association elicitation methodologies. Next, a step-by-step procedure is outlined for executing a comprehensive Caucus study. Then, the procedure and findings of an illustrative Caucus study are presented. Finally, the implications of Caucus for future brand-association research are discussed.