Perceptual mapping is a visual representation of how customers perceive and compare different brands, products, or services in a market. It is a marketing tool used to understand the position of a brand in the minds of consumers, and to help guide product and brand positioning decisions.
Perceptual mapping is created by collecting data on customer perceptions and preferences through surveys or other research methods, and then plotting the data on a two-dimensional graph. The resulting map displays the relative position of each brand, product, or service based on the perceptions and preferences of customers.
Perceptual mapping can provide valuable insights into customer perceptions and preferences and help guide product and brand positioning decisions. It can also be used to monitor changes in customer perceptions over time, and to track the success of marketing efforts to influence customer perceptions.
The steps involved in creating a perceptual map include:
- Identifying the attributes or characteristics that customers use to evaluate brands, products, or services in a market.
- Collecting data on customer perceptions and preferences for each brand, product, or service based on the identified attributes.
- Plotting the data on a two-dimensional graph, with each brand, product, or service represented by a point.
- Analyzing the results to identify patterns and relationships in the data.
- Using the results of the analysis to inform product and brand positioning decisions, such as which attributes to emphasize or target, and how to differentiate the brand or product from competitors.
Perceptual mapping Theories
There are several theories used in perceptual mapping, including:
- Multidimensional Scaling (MDS): A statistical technique that uses customer perceptions and preferences data to create a visual representation of the relative positions of brands, products, or services in a market.
- Correspondence Analysis: A statistical technique that identifies the underlying relationships between customer perceptions and preferences and the brands, products, or services being evaluated.
- Conjoint Analysis: A research method that uses hypothetical product profiles to determine the relative importance of different attributes or characteristics in customer perceptions and preferences.
- Discriminant Analysis: A statistical technique used to identify the attributes or characteristics that are most important in differentiating brands, products, or services in a market.
- Cluster Analysis: A statistical technique used to group brands, products, or services into similar segments based on customer perceptions and preferences.
Perceptual mapping is used by several groups within an organization, including:
- Marketing departments: Using perceptual mapping to understand customer perceptions and preferences, and to guide product and brand positioning decisions.
- Product development teams: Using perceptual mapping to inform product design and development based on customer perceptions and preferences.
- Sales departments: Using perceptual mapping to prioritize sales efforts and target customers more effectively.
- Executive teams: Using perceptual mapping to inform strategic decisions, such as resource allocation and marketing efforts.
- Data scientists and analysts: Using perceptual mapping to analyze customer data and inform the above groups in their use of perceptual mapping.
These groups can benefit from perceptual mapping by gaining a deeper understanding of customer perceptions and preferences, which can inform product and brand positioning decisions, improve customer satisfaction and loyalty, increase sales and revenue, and reduce costs. Perceptual mapping can also be used to monitor changes in customer perceptions over time and to track the success of marketing efforts to influence customer perceptions.