Perceptual mapping

Main aspects

  • Pictorial representation of tabulated data
  • Via correspondence analysis, biplot or multidimensional scaling
  • Plots brands, products or companies against attributes, even demographics
  • Generally, proximity of 'row' to 'column' points indicates strength of association
  • Useful for identifying gaps in a market and competitor strengths/weaknesses
  • Can see the shift in perceptions brought about by a new entry into the market
  • Has visual impact