The multi-dimensional aspect of this example perceptual map allows for all of that data to be visualised. The makers of this example perceptual map wanted to gauge customer thoughts and feelings about 6 different aspects of the products. It lists several brands of over the counter pain relievers. You’ll need a more complex form of perceptual mapping. Let’s say you want to find out how your product stacks up against competing products in more than just two factors. Or in a candy bar wrapper, in keeping with the theme. Our top three are clustered together at the top of the perceptual map, while poor old Chomp bars are in the bottom quadrant all by themselves.Īnd now we understand perceptual maps and perceptual mapping in a nutshell. Our Very Own Example Perceptual MapĪbove we have our chocolate bars, all mapped out for you in a perceptual map. Where your brand falls can be considered a true perception of how customers see your brand. You gather data from various customers and possible future customers and score it on your graph. Our top 3 are placed in the low price, high-quality quadrant, and the critic who claims no one over 10 would eat a Chomp bar would place that option in the low price, low-quality quadrant. In the case of our candy bars, we can make a perceptual map with the price on one axis and quality of chocolate on the other. Each axis is given two opposing attributes of the given factor, one on each end. The two dimensions (X and Y) on a perceptual map represent two factors – preferably the most important – that potential customers use when determining whether or not to buy. Simple Perceptual MapsĪ perceptual map in its simplest form is an X-Y axis graph that shows how customers view a brand in comparison to the competition. One thing that can help in this domain is perceptual mapping (or positioning mapping).Ĭalled perceptual maps or positioning maps, these visual representations of those very consumer perceptions are vital to your marketing efforts. What do your customers think? How do they really feel? What are the perceptions of customers about your brand? Or worse yet, like you’re on a journey without a map guiding you to your destination.
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When determining a new product, pricing out an existing product or devising how to market a product or service – you may feel the need to be a mind reader.
Let’s play a little game to start, shall we?
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