How do you create a perceptual map?

A perceptual map is a visual tool used to understand and analyze the positioning of products or brands in the minds of consumers. Creating a perceptual map involves a few key steps. First, identify the key attributes or characteristics that consumers consider when evaluating products in a particular market. These attributes can be tangible factors such as price, quality, or design, as well as intangible factors like reputation or social status. Next, survey a representative sample of consumers to rate and rank different products or brands based on these identified attributes. This data can be plotted on a two-dimensional graph, with each axis representing a different attribute. Finally, analyze the positions of the products or brands on the map to identify gaps or opportunities for differentiation. By creating a perceptual map, marketers can gain insights into consumer perceptions and make informed decisions to develop effective positioning strategies.

This mind map was published on 10 December 2023 and has been viewed 102 times.