This article goes through how to effectively use perceptual map to gain market insights by providing detailed information on how to analyze perceptual maps beyond basic and top level analysis.
In this article, we will explore the key differences between MDS maps and correspondence analysis maps. While both are analytical and visual techniques for understanding brand positioning and brand distinctiveness, the way that these maps are reviewed, analyzed, and interpreted is very different.
In this article I outline the most important tips and must-dos for using perceptual maps. Why? Well, while perceptual maps are relatively simple, they are can be a very powerful tool for marketing analysis provided they use correctly.
This article provides 12 practical tips for effectively using perceptual maps in market research and analysis.
Find out how to convert your market research data scales, from one scale to another with this formula and Excel template.
Learn how to interpret an Overall Similarities (OS) Perceptual Map – ideal for marketing students – and get the free OS mapping Excel tool.
They appear more complicated than the basic two dimensional perceptual maps that are typically taught in an introductory marketing class. However, once you know how to interpret a multi-attribute perceptual map you will find that they are more helpful and insight than the basic mapping technique.