Matrix showing various perceived qualities in user eyes
A multivariatestatistical technique which uses survey data to produce "maps" of the perceived distances between products, attributes, etc. For example, in a study of cars, you'd expect the Rolls-Royce product to be close to the Quality attribute. Much the same as multidimensional scaling.
The process of charting a consumer perception of a product for product improvement or the creation of new products.
Visual representations of consumer perceptions of products, brands, companies or other objects.
A tool used by marketers and marketing researchers to visually depict consumer perceptions and prioritising of brands and their perceived attributes. p. 234
A quantitative market research tool used to understand how customers think of current and future products.
Perceptual mapping is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.