Understanding Perceptual Maps

This is a pretty standard perceptual map (click the map to enlarge it). This perceptual map shows the relative positioning of various soft drink brands. This map has two sets of attributes, namely strong/no caffeine and high/no sugar. Consumers are then asked their perception (understanding) of these brands for these two attributes. From this data (a survey is common) a perceptual map is constructed.

perceptual map for soft drinks
A basic perceptual map for soft drinks

This is another perceptual map (click the map to enlarge it). In this case the two attributes have been changed. This gives another view of the market. It is generally recommended to construct more than one perceptual map.

revised perceptual map for soft drinks
A revised perceptual map using different attributes


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Learn More about Segmentation, Target Marketing, Positioning and Perceptual Maps

Perceptual mapping is a technique that essentially visualizes the core marketing activity of segmentation, targeting and positioning (which is often referred to as the STP process). I have an eBook available in PDF that reviews these important topics for just $2.99. Click the book’s image to learn more.

book cover

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