Perceptual Maps: Purpose
Perceptual maps are used in strategic marketing to help researchers form a picture of the relationships between brands and also between a brand and the ideal characteristics for the product class. They would be used in strategic marketing exercises where the team wants to find the most competitive positioning for their product.
Perceptual Maps: Structure and Description
Maps can take several forms, ranging from a simple two-variable comparison to one in which many variables are used.
Consumers’ ratings of critical selection variables are used to place the brands on the map. In gap analysis, one looks to find areas that have not been claimed by any brands. In the (fictitious) following example ...
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