Catalog Doctor: Intense, Competitor Analysis

“Qual” data is subjective, so it needs a more experienced, analytical marketer or a team (e.g., a copywriter for copy review, merchant for product review) to accumulate. Qual includes:
■ Design: Is it good? Bad? Upscale? Downscale?
■ Copy: Is it clear? Confusing? Compelling? Long or short? What’s the voice?
■ What product categories are offered?
■ Is pricing comparable on perceived-comparable products?
■ Covers: Do they have impact? What characterizes the cover style?
■ Offers: Are they weak or strong? Communicated powerfully?