What is a Perceptual Map? 

A perceptual map is used to examine how a product or brand is positioned in the market in comparison to competitors. A perceptual map is just a visual representation, kind of like a graph, with two different dimensions (such as price and quality), which could be any sort of combination that you think is important to your product or brand.

How to Create a Perceptual Map

Once you identify the two variables you wish to assess in the map, you measure customer perceptions about your product/brand and plot that on the map. You would then do the same for any competitors. If the results reveal a space on that graph, one that nobody occupies now, it could be a strategic opportunity. 

Of course, you would then take steps to examine the reason for the gap (such as a gap for high price low quality products - which are not desirable in the market). The hope, however, is to identify a naturally occurring gap for a strategically positioned product that competitors have not filled yet. 

Also, where a brand/product falls on a perceptual map should be a useful guide to how it positions and promotes itself. In summary, it allows the user to see where the product/brand is positioned in the market. 

Related Topics

• What is a Market?
• What is Target Marketing?
• What is Market Segmentation?
• How Many Segments to Target?
• How Do We Segment Consumer Markets?
• Benefit Segmentation
• How Do We Segment Business Markets?
• Using Data for Market Segmentation
• Buying Power Index
• What is Customer Relationship Management?
• What is Behavioral Targeting?
• What is Positioning?
• What is a Positioning Statement?
• What is a Perceptual Map?
• Cultural Factors Affecting Marketing
• International Marketing is Challenging