Perceptual Mapping - An Overview

Perceptual Mapping:
An Overview
This work is licensed under the Creative Commons Attribution 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/.

Harry Schilbach – November 2012.
www.schilbach.co.uk - twitter: @schilbach
- uk.linkedin.com/in/schilbach

What Is A Perceptual Map?

• Perceptual Mapping is a qualitative method
for measuring consumer or organisational
perceptions – It tells us what people think
about a product!

• It’s great for giving a diagrammatic overview
of opinions on a product or service or
organisation.

• It can simplify market and organisational
positions.


…So, What Does a Simple Perceptual Map Look Like?

mmmmm…..chocolate!

…How Do We Get The Data?

Either Using A
Perceptual Map

…Or maybe from
a survey using the
Linkert Scale


…What’s so good about Perceptual Mapping?

• It’s very visual – easy to interpret.

• It’s instant – no fancy software or consultants needed.

• Excellent for finding out where your company
is in the market - in relation to competitors’.

• Evaluates the quality of your marketing.

• Great For identifying Market Opportunities


…And what’s not so good about Perceptual Mapping?

• Can been seen as a bit vague – questions can be
misinterpreted.

• Sample Size.

• Hard to manipulate Data.


..Finally, a peek at a more advanced Perceptual Map

• Two Axis Good

• More = Better

• Consumers & Markets are Complicated.
• Decisions are usually made on a number of factors.

References:

http://www.starmenusa.com/blog/2012/10/29/most-common-mistakes-when-designing-a-logo

http://faculty.msb.edu/homak/homahelpsite/webhelp/HomaHelp.htm#Perceptual_Mapping_-_Beer_Example.htm

http://www.slideshare.net/ErnestoLuna1/perceptual-maps-class-presentation

http://smallbusiness.chron.com/perceptual-mapping-product-development-23925.html

http://www.sawtooth.com/index.php/consulting/overview/perceptual-mapping


Perceptual Mapping – Notes.

Slide #1 - What is it?

Perceptual Mapping is a qualitative method for measuring consumer or organisational perceptions.
What this means:

It’s qualitative – it’s used to try and elicit feelings from people – it’s subjective rather than objective.

It give a diagrammatic overview of opinions on a product, service or organisation.

It’s a really visual tool that’s intended to give a simplified visual view of data

It can simplify market and organisational positions.

Slide #2 – …So, What Does a Simple Perceptual Map Look Like?

Here… people have been asked to think about where they rate differing chocolate confectionary on the scale of quality and
price…mapping these results gives us our perceptual map of their answers

The further their answers are mapped from the axis the more they are aligned with the statement such as ‘high quality’ or ‘low
price’.

Eg: lindt is perceived as being high quality at a high price whilst M&M’s are perceived as being both low quality & low price…and
the rest somewhere between those points


Slide #3 - …How do we get the data?

The Data for your Perceptual map can come from many sources …you could get participants to add it directly to a perceptual map,
giving a great overview of the aggregate results…

…or you could go for a more detailed approach using something like the Linkert Scale and transpose the results onto a perception
map…

Slide #4 …What’s so good about Perceptual Mapping?

It’s very visual – it’s easy to interpret – it needs little or no explanation, everyone in an organisation can understand it…

It’s Instant – Once you’ve collated the results you’ve got you’re map, doesn’t need software or consultants to interpret it…

Gives you a great view of where your organisation stands in the market…

Customer or market perception versus reality – you might have a technically superior product to a competitor, but the customer
perception doesn’t show – does the message you’re sending out need tweaking.

Slide #5 …And what’s not so good about Perceptual Mapping?

Can be seen as a bit vague - question are very general – what do we mean by high quality or low price.

Requires a larger sample size to be truly effective – the bigger the sample the clearer the result

Hard to manipulate data – due to its visual nature it’s hard to transfer data via spread sheets or into forms.


Slide #6 ...Finally, a peek at more advanced Perceptual Mapping

The 2 axis map model gives a simple overview of a product…

However the more information you have the better the decision making will be

A more advanced model would show more questions, or deciding factors.

Markets and consumers are very complicated so a more advanced Perceptual map will give you a better result…


Perceptual Mapping - An Overview

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