BrandCulture conducted a national qualitative study among small business owners
and in-store sales staff to uncover the aspects of printer performance that mattered
most to the small and home business market. The BrandCulture team zeroed in
on a new positioning assertion that transcended features and functions to address
the root cause of happiness with Epson printers: that performance was often best
defined not by traditional industry-centric metrics or criteria of quality, but by the
absence of non-performance.