What to remember
- Name the population and source of perceptions.
- Choose distinct, interpretable axes.
- Retain the scale, date and calculation method.
- Separate perceived position, preference and performance.
Define what the map represents
A map may use ratings entered directly on two dimensions or coordinates derived from multivariate survey data. These methods are not interchangeable. Expert ratings must not be presented as measured market perceptions.
Compare offers within the same scope and period. Use distinct axes such as perceived accessibility and expertise.
Plot explicit coordinates
Illustrative 0-to-100 example: A scores 70 on accessibility and 80 on expertise, B scores 45 and 60, and C scores 80 and 40. The map only shows their relative position on those inputs.
Bubble size may carry a third measure if its unit and area encoding are documented.
| Offer | Accessibility | Expertise | Bounded reading |
|---|---|---|---|
| A | 70 | 80 | Accessible and expert in the ratings |
| B | 45 | 60 | Intermediate position |
| C | 80 | 40 | Accessible, lower expertise |
Read spaces and gaps cautiously
Distance reflects the selected axes, not an overall difference between brands. White space may be an opportunity, a combination with no demand or an artefact of axis selection.
Check preferences, volumes, margins, segments and qualitative evidence before repositioning.
Retain the map in the decision file
The editorial connection points to Grid and Plot for mapping surfaces, without proving a public runtime or automated import.
Retain data, method, date, axes, coordinates, uncertainty and the decision condition to review.
Frequently asked questions
Must a perceptual map come from a survey?
Not always, but expert-scored maps must be distinguished from measured customer perceptions.
Can more than two dimensions be used?
The analysis may use more dimensions, but a 2D view must disclose the reduction and information loss.
Is white space automatically an opportunity?
No. Validate demand and economic viability first.
Full sources
- Supporting strategic marketing decisions with perceptual maps, PDFComplete source available online · Read the complete source
- Kohli and Leuthesser, comparison of perceptual mapping techniques, full articleComplete source available online · Read the complete source
- Perceptual mapping and brand positioning, PDFComplete source available online · Read the complete source