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