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16.02.2015
Searching for your soul mate is like finding the perfect stone along the shore, there are many lovely ones that get your attention but the perfect one maybe lost among the crowd. Perceptual mapping is a technique that allows you to visualize the positioning of different brands in the market. Perceptual maps are based on how consumers view brand personalities, but this method doesn't require any new market research. Step Three: Draw a simple matrix with one criterion mapped to the vertical axis and the other mapped to the horizontal axis. Simply going through this exercise gives you a new perspective and forces you to answer questions you might not normally consider. Here's one more map that compares songs about living in outer space in terms of how psychedelic and sad they are.


Most of the times you see a perceptual map in a PowerPoint deck or report, it was generated the easy way.
If, on the other hand, you wanted to map perceptions on two different axis for multiple car brands, you have to ask people how similar every possible pairing of cars is.
If you do manage to incentivize people to invest the time to completely and accurately fill out your questionnaire, you still have to process your data.
Theses unlabeled maps will show you that Brand X and Brand Y are very similar or that Brand Z has no close competitors in the lower right quadrant, but they won't tell you what the axes mean. If you're going to be relying heavily on perceptual mapping to reposition a brand, this is the ideal method. Using perceptual maps, you can quickly compare yourself to competitors and make strategic decisions about whether or not you need to reposition your brand.


Instead, it's simply a way to visualize and refine your current understanding of your market. For this example, I considered comparing different brands of cars or laundry detergent, but I thought it would be more fun to try something off the beaten path. The deeper they get into the survey, the less concerned they'll be with providing accurate answers.




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