PT - JOURNAL ARTICLE AU - Michael McCarthy AU - Gillian Oakenfull TI - Standing Out from the Crowd AID - 10.2501/JAR-54-2-163-177 DP - 2014 Jun 01 TA - Journal of Advertising Research PG - 163--177 VI - 54 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/54/2/163.short 4100 - http://www.journalofadvertisingresearch.com/content/54/2/163.full SO - J Advert Res2014 Jun 01; 54 AB - 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.