ValuEdge

ValuEdge® offers you insights into value that few research surveys even attempt to address. Consider: there's little reason to rely simply upon a rating of "good value for the money." Isn't there a difference between value based upon an affordable price, versus value based upon a higher standard of quality? Of course! Consumers are very comfortable talking about this distinction.

CraginCube has developed the question sets that will help you understand how your brand's value is perceived. As a result, you'll know what proportion of your marketplace consider your brand...

- Beyond Consideration: high quality but rarely can be found at a good value‚
- Premium Select: high quality and sometimes found at a good value‚
- Premium Value: high quality and often found at a good value‚
- Solid Value: competitive (average) quality and often found at a good value
- Unproven Value: average quality but only sometimes found at a good value
- Beneath Consideration: both low quality and rarely found at a good value.

In years of research, Paul Cragin has learned that brands achieve their greatest success with perceptions of either a Premium Value or a Solid Value. But which of these two drives your brand's choice holds important implications for pricing and promotional cycle strategies. Do you know which drives your brand? Hint: not all nationally advertised brands are "Premium Value" brands -- evidently, the saying is true that "too much coupon dropping can destroy the (premium) value of your brand"

ValuEdge® has been successfully adapted by CraginCube to qualitative focus group studies as well, bringing a new dimension to your exploratory research.