What Statistical glossary perceptual mapping is
Perceptual mapping is a statistical technique used to analyze consumer perceptions of a product or service, typically by comparing it to competing products in the same market. This technique can be used to identify how consumers view a particular product or brand relative to its competitors.
Perceptual mapping involves several steps:
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Identifying the relevant market factors: The first step is to identify the relevant market factors that will be used to create the perceptual map. This usually includes factors like price, quality, features, and customer service.
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Collecting data: Once the market factors have been identified, data needs to be collected from consumers in order to create the map. This can be done through surveys, focus groups, or other methods.
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Analyzing the data: The collected data must then be analyzed in order to create the perceptual map. This involves looking at how consumers perceive the different products and brands relative to each other.
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Creating the map: The final step is to create the perceptual map. This involves plotting the data points on a graph and connecting them to form a visual representation of the data.
Examples
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Perceptual mapping can be used to compare the relative performance of different brands within a product category. By plotting the data points on a scatter plot and assigning relative weights to each attribute, marketers can identify gaps in the market and target areas for improvement.
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Perceptual mapping can be used to identify the characteristics that customers associate with a particular product category. By plotting customer survey responses on a perceptual map, marketers can understand customer perceptions of their product versus competitors.
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Perceptual mapping can be used to identify customer segments and their preferences for a particular product. By plotting customer survey responses on a perceptual map, marketers can target specific customer segments with tailored messages and promotions.