Research Techniques
Perceptual Maps
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Perceptual Maps
Definition – Is a visual representation of how different
Products or Brands are perceived in comparison to each
other
Technique used to visualise the market position of 2 more
Products/Brands
Way to compare:
➢What position take the Product or Brand?
➢What is a position of Competitors/Competitor Products?
➢Which products/Brands are perceived as a similar?
Perceptual Maps
➢Could be compared - Product properties
➢Typically include indicators:
➢Price
➢Quality
➢Taste
➢Natural/Artificial
➢Brand position
Perceptual Maps. Source: J.Nielson
Comparison of the car Brands in EU
Perceptual Maps
➢ Types
➢Standard Perceptual Map ( Graphics – 2 axis; 2
properties)
➢Multi-Dimensional Scales Maps ( Graphics – 2 axis;
multidimensional property/attributes analyses
Perceptual Maps
➢Research Methods
➢Perceptual mapping could:
➢Give insights of consumer preferences
➢Be compared the Products and Brands regarding their
Properties
➢Which Product properties are the most important for
customers and what changes should be done in order to be
competitive
➢Position (saturated Market/Unsaturated Market)
➢Help to develop Strategic decisions about Marketing and
Product development
Perceptual Maps
How perceptual Maps could be developed?
➢ Graphics; Brands/Products/ Properties
➢ Ask To Evaluate in what Position each Product/Brand is located
➢ Consumer responses should be included in the graphic
➢ Graphic could show visual presentation of the answers
➢ In the Graphics should be included Product/ Brand Properties
➢What dimensions/ Properties to use?
➢ Price (Cheap/ Expensive)
➢ Quality (Low Quality/High Quality)
➢ Characteristics (Natural/Artificial)
➢ Characteristics (Traditional/New)
➢What Dimensions to choose? (secondary data analyses,
industry, market, competitors)
Perceptual Maps Source: A.Murthy. Online teaching platforms
Positioning (Self-paced/Instructure lead; Deep/Long Cource)
Perceptual Maps Source: A.Murthy. Online teaching platforms
Positioning (Self-paced/Instructure lead; Deep/Long Source)
Characteristics of a Position in a
Perceptual Map Market
• Saturated Position in a Market
• Unsaturated Position in a
Market
• Ideas about a New Product
Development
Types
➢2 Types of Perceptual Mapping
➢1. Similarity Data
➢2. Preference Data
Types
►Similarity Data –to rate similar two Products/ Brands on
the same property/-ies
➢Products should be compared on similar Properties
►To find out how the Brand/Product is perceived?
► To find out how similar they are?
( shampoo Brands – Price,: Quality)
►Which Products could be substitutes to each other?
Types
►Preference Data - to rate how much customers
like or dislike a product on a particular attribute
➢which products are evaluated better or
worse
➢see which attributes are most important to
consumers when choosing a Product/Brand.
« Product brand superior/ most preferred or
opposite «
Perceptual Maps
Limitations:
➢ Quick snapshot, not detailed information
➢ Validity depends what labels, properties are
included
➢ If Product have more than some important
properties, could influence data quality (Graph
with 2 axis)
➢ Requires extensive amount of data – to be valid
(resources, time etc.)
Perceptual Maps
• Advantages:
• A Good tool to find out the position of the
Product/Brand ( Brand Identity)
• A Good tool to find out the position of the
Competitors
• Ideas about the condition of the market
• Helps to evaluate marketing campaigns
• To understand better the market segment
Main steps How to develop
assessment
Stages
Developing Assessment
• Decide what you want to find out?
• Pick up Parameters/Properties
What could be evaluated?
➢Products
➢Brands
➢Competitors
What properties?
➢Properties
Developing Assessment
• Define Competitors
• Formulate the task for the Respondent
Like,
• Evaluate what will be the position of the Product?
• Please place in the map each of the Product
which are in the List.
• The graphic contains the following axes:….
Developing Assessment
To develop assessment sheet (Graphic) which should include
2 axis
➢Properties/ Labels (according to what will be evaluated)
➢Which Brands/ Products should be compared?
(secondary data, Primary data)
➢Choose which techniques type you will choose
➢ Formulate the Task ( description what exactly should be
evaluated)
Perceptual Maps
Perceptual Maps
Any Questions?
