RT Journal Article SR Electronic T1 Standing Out from the Crowd JF Journal of Advertising Research JO J Advert Res FD WARC SP 163 OP 177 DO 10.2501/JAR-54-2-163-177 VO 54 IS 2 A1 Michael McCarthy A1 Gillian Oakenfull YR 2014 UL http://www.journalofadvertisingresearch.com/content/54/2/163.abstract 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.