Perceptual Mapping in Brand Positioning Research

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The perceptual mapping can be used to give you that additional insight into the current position of your product and its potential in the face of competition.It will give you that hand over competitors to achieve your winning streak.You can perceive and visualize your brand like never before and whats more, even make it a reality.

A perceptual map is the output to multidimensional scaling. Perceptual mapping will help you find out how your brand is positioned as compared to your competitors.

What are Perceptual Maps?

It has been used as a strategic management tool for about thirty years now. Perceptual mapping helps to communicate the relationship between competitors and the criteria used by your consumers while making purchase decisions.
Perceptual maps, being simple graphic figures, can pave the path for all types of organizations towards strategic thinking and trigger discussions for further action.

perceptual map

Perceptual map of competing products

Brand A	Brand B	Brand C	Brand D
Shares a few attributes with Brand B	Shares a few attributes with Brand A	Shares no attributes with competitors	Shares many attributes with Brand F
More Classy	More Sporty	Is conservative	More Practical
Less Sporty	Less Classy	Is Sporty	Less Conservative

Brand E	Brand F	Brand G	Your Brand
Shares no attributes with Brand G	Shares many attributes with Brand E	Shares no attributes with Brand E	Shares absolutely no attributes with any Brand
More Practical	More Conservative	More Classy	Exclusive
Less Classy	Less Practical	Less Practical	Unique

There are various statistical and mathematical methods used to produce perceptual maps, however, published research has found that multidimensional scaling provides the most reliable methodology.

How are perceptual maps created?

Rating scales provide the data required for perceptual mapping. These rating scales will have the subjects of the map described on the basis of selected attributes. The term of validity of the map depends on the overall set of attributes as well as the subjects. The subset of attributes and subjects evaluated by each respondent also play a role in the validity of the map.

The raw data collected form a survey can be converted into a perceptual map through an assortment of statistical procedures. Multidimenssional scaling will produce ideal points and competitor positions.
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