Microsoft
POSITIONING XBOX WORLDWIDE

The challenge: Microsoft needed to identify a compelling positioning for XBox, the company’s first entry into the ultra-competitive console gaming category.

The solution: Whitman Insight Strategies founder Bernard Whitman conducted extensive qualitative and quantitative global research to identify the most powerful positioning for XBox.

The result: An initially skeptical gaming community immediately embraced Xbox, turning Microsoft into a category leader virtually overnight.

Research tools:
Positioning Studies
Segmentation and Targeting Studies
Message Development and Optimization

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