Perception is Reality
When it comes to perceptual maps, it is important that we map perceptions – not reality. In this article, we will discuss the difference and why it’s important in understanding the marketplace and consumers.
Top 12 Tips for Analyzing Perceptual Maps
This article provides 12 practical tips for effectively using perceptual maps in market research and analysis.
Overview of Perceptual Maps
A perceptual map is a visual technique used by marketers to help understand how consumers perceive competing brands within a marketplace. They are called perceptual maps because it maps the “perception” of consumers and how they understand the positioning of competing brands.
Difference between a Perceptual Map and a Positioning Map
Perceptual maps and positioning maps are interrelated concepts and the terms are sometimes used interchangeably. But there are key differences between them, which means that they should be used and interpreted differently.
What is Under Positioning in Marketing?
Under-positioning is when consumers have a vague understanding of the key benefits of your brand. Find out how to identify and how to fix it.
The Perceptual Process
As you can guess by the terms, there is a overlap between the perceptual process and perceptual maps – find out how they work together. Includes a summary video.
Using Perceptual Maps to Understand Competitive Sets
Who are your competitors? A silly question? May be not… Find out how perceptual maps can help you uncover your biggest competitive threats.
Understanding Positioning
Discover the importance of positioning in marketing. Learn how it differentiates brands, increases sales, fosters loyalty, and guides effective marketing strategies.
Creating Joint Space Maps
When BOTH perceived positioning of different brands and the preferred/ideal positioning is shown on the SAME map, then this is known as a Joint Space Map.