TY - JOUR T1 - Standing Out from the Crowd JF - Journal of Advertising Research JO - J Advert Res SP - 163 LP - 177 DO - 10.2501/JAR-54-2-163-177 VL - 54 IS - 2 AU - Michael McCarthy AU - Gillian Oakenfull Y1 - 2014/06/01 UR - http://www.journalofadvertisingresearch.com/content/54/2/163.abstract N2 - 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. ER -