What Is A Perceptual Map

The purpose of perceptual maps. What is perceptual mapping.

Perceptual Map Persuadable Research Corporation

Perceptual mapping is the graphical technique used by marketeers to visualize the perceptions and opinions of potential customers about products product lines or brands.

What is a perceptual map. Perceptual mapping market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Respondents are asked questions about their experience with the product in terms of its performance packaging price size etc. The section below highlights how you can construct a perceptual or a positioning map.

After reading you will understand the basics of this powerful marketing analysis tool. A typical technique is to map the similarities between the products. The most common format for a perceptual map template is a two dimensional chart where the horizontal and vertical axes represent different attributes that you rate on a scale eg low to highthe map is straightforward and simple to construct and interpret.

Typically a simple perceptual map is a two dimensional graph with a vertical axis and a horizontal axis. Perceptual mapping is a marketing research technique used to compare different product brands across the two or more dimensions. For example a business may feel it sells upmarket products of high quality but if customers view the products as low.

Marketing research technique in which consumers views about a product are traced or plotted mapped on a chart. This article explains the theory of perceptual mapping permap in a practical way. Theses qualitative answers are transferred to a chart called a perceptual map.

The positioning of a brand is influenced by customer perceptions rather than by those of businesses. How to construct a perceptual map. Occasionally you will see a perceptual map that also maps the preferred needs of different market segments based on the same attributes.

In our example this could be at the medium price and medium quality position as there is a gap there. Perceptual map template. Perceptual maps can help identify where in the market an organisation could position a new brand.

These types of maps are sometimes referred to as joint perceptual maps as the perceived product positioning is jointly presented with the needs of the segment. Each axis has a pair of opposite attributes at each end of the axis. This website has several templates available that can produce different forms of positioning maps.

However if you are new to perceptual maps you may need to review what is a perceptual map first. Please note that this is the traditional two axis perceptual map that is usually taught to marketing undergraduate students. The spreadsheet is easy to use.

Perceptual Map Perceptual Map Template Groupmap