Perceptual Mapping:

An Overview
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Harry Schilbach November 2012.

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What Is A Perceptual Map?

Perceptual Mapping is a
qualitative method for
measuring consumer or
organisational perceptions It
tells us what people think about
a product!
Its great for giving a
diagrammatic overview of
opinions on a product or service
or organisation.
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It can simplify
market
and
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organisational
positions.

o, What Does a Simple Perceptual Map Look L

mmmmm..chocolate!
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How Do We Get The Data?

Either Using A
Perceptual Map

Or maybe from
a survey using the
Linkert Scale

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Whats so good about Perceptual Mapping?

Its very visual easy to interpret.

Its instant no fancy software or consultants needed

Excellent for finding out where your company
is in the market - in relation to competitors.
Evaluates the quality of your marketing.
Great For identifying Market Opportunities

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nd whats not so good about Perceptual Mapp

Can been seen as a bit vague questions can be

misinterpreted.
Sample Size.
Hard to manipulate Data.

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ally, a peek at a more advanced Perceptual M

Two Axis Good
More = Better

Consumers & Markets are Complicated.

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ecisions are usually made
on
a number
of factors.
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References:
http://www.starmenusa.com/blog/2012/10/29/most-common-mistakes-when-designing-a-logo

http://faculty.msb.edu/homak/homahelpsite/webhelp/HomaHelp.htm#Perceptual_Mapping_-_Beer_Example.htm

http://www.slideshare.net/ErnestoLuna1/perceptual-maps-class-presentation

http://smallbusiness.chron.com/perceptual-mapping-product-development-23925.html

http://www.sawtooth.com/index.php/consulting/overview/perceptual-mapping

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Perceptual Mapping Notes.

Slide #1 - What is it?
Perceptual Mapping is a qualitative method for measuring consumer or organisational
perceptions.
What this means:
Its qualitative its used to try and elicit feelings from people its subjective rather than
objective.
It give a diagrammatic overview of opinions on a product, service or organisation.
Its a really visual tool thats intended to give a simplified visual view of data
It can simplify market and organisational positions.

Slide #2 So, What Does a Simple Perceptual Map Look Like?

Here people have been asked to think about where they rate differing chocolate confectionary on the
scale of quality and pricemapping these results gives us our perceptual map of their answers
The further their answers are mapped from the axis the more they are aligned with the statement such
as high quality or low price.
Eg: lindt is perceived as being high quality at a high price whilst M&Ms are perceived as being both low
quality & low priceand the rest somewhere between those points

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Slide #3 - How do we get the data?

The Data for your Perceptual map can come from many sources you could get participants to add it
directly to a perceptual map, giving a great overview of the aggregate results
or you could go for a more detailed approach using something like the Linkert Scale and transpose the
results onto a perception map

Slide #4 Whats so good about Perceptual Mapping?

Its very visual its easy to interpret it needs little or no explanation, everyone in an organisation can
understand it
Its Instant Once youve collated the results youve got youre map, doesnt need software or
consultants to interpret it
Gives you a great view of where your organisation stands in the market
Customer or market perception versus reality you might have a technically superior product to a
competitor, but the customer perception doesnt show does the message youre sending out need
tweaking.
Slide #5 And whats not so good about Perceptual Mapping?
Can be seen as a bit vague - question are very general what do we mean by high quality or low price.
Requires a larger sample size to be truly effective the bigger the sample the clearer the result
Hard to manipulate data due to its visual nature its hard to transfer data via spread sheets or into
forms.
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Slide #6 ...Finally, a peek at more advanced Perceptual Mapping

The 2 axis map model gives a simple overview of a product
However the more information you have the better the decision making will be
A more advanced model would show more questions, or deciding factors.
Markets and consumers are very complicated so a more advanced Perceptual map will give you a
better result

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