Perceptual mapping is a graphical technique allowing you to plot competitor brands and identify holes where new products can profitably be developed. Consumer perceptions of products are the input ...

Developing a perceptual map is an important element in determining marketing strategy for your firm, especially when it comes to finding the optimal positioning for your brand. A perceptual map takes ...

The research data on which such a perceptual map is based is mostly collected by asking respondents to associate brands with a list of attributes. Simply put: How do they perceive the brands in terms ...

A brand's positioning is designed to develop a sustainable competitive advantage on product attribute(s) in the consumer's mind. Perceptual maps are commonly used to evaluate a brand's positioning.