When it comes to perceptual maps, it is important that we map perceptions – not reality. In this article, we will discuss the difference and why it’s important in understanding the marketplace and consumers.
This article provides 12 practical tips for effectively using perceptual maps in market research and analysis.
A perceptual map is a visual technique used by marketers to help understand how consumers perceive competing brands within a marketplace. They are called perceptual maps because it maps the “perception” of consumers and how they understand the positioning of competing brands.
Perceptual maps and positioning maps are interrelated concepts and the terms are sometimes used interchangeably. But there are key differences between them, which means that they should be used and interpreted differently.
Under-positioning is when consumers have a vague understanding of the key benefits of your brand. Find out how to identify and how to fix it.
As you can guess by the terms, there is a overlap between the perceptual process and perceptual maps – find out how they work together. Includes a summary video.
Who are your competitors? A silly question? May be not… Find out how perceptual maps can help you uncover your biggest competitive threats.
Discover the importance of positioning in marketing. Learn how it differentiates brands, increases sales, fosters loyalty, and guides effective marketing strategies.
When BOTH perceived positioning of different brands and the preferred/ideal positioning is shown on the SAME map, then this is known as a Joint Space Map.