Benefits of Perceptual Maps - Perceptual Maps 4 Marketing

To help us better understand market segments
To see how the target market really perceives the brands in the marketplace
To evaluate the performance of recent marketing campaigns and other marketing mix changes
To confirm whether how consumers perceive us fits with our positioning goals
To check that our brand has a clear positioning space in the market
To track how successfully our new products have been positioned into the market
To monitor competitive brands and their changing market position
To help our organization identify gaps in the market
To monitor changes in consumer preferences over time

Limitations of Perceptual Maps

Perceptual maps often simplify the consumer’s purchase decision down to two product attributes
They tend to be more beneficial for low-involvement purchase decisions
They are more relevant for individual brands, and less helpful for corporate brand image
The data is often difficult or expensive to obtain (via marketing research)
There is a often difference between consumer’s perception of the brand’s benefits versus reality