The X axis might have “low nutritional value” at one end, and “high nutritional value” at the other end.Įach cereal brand is then plotted on the perceptual map based on how consumers perceive the brand’s products relative to those attributes. Each axis consists of a pair of opposite attributes at each end.įor example, if the map’s purpose is to investigate how consumers feel about breakfast cereals, the Y axis might have “great taste” at one end, and “poor taste” at the other. What Does a Perceptual Map Look Like?Ī typical perceptual map is a two-dimensional graph with a vertical axis (Y) and a horizontal axis (X). The analysis of the chart is then used to inform product development and improvement. Qualitative answers from the survey are then transferred to a perceptual map using a scale, such as the Likert Scale. These surveys ask about the respondents’ views on the product’s performance, packaging, price, size, and other variables.

In order to obtain the data that is plotted on a perceptual map, surveys are distributed to customers and potential customers that ask them about their experience with a product. They also allow for organizations to consider comparisons of attributes that are important to customers, and identify open areas within their markets. These useful charts allow organizations to understand their brand or product’s competitive positioning. Perceptual maps can also be referred to as product positioning maps. A perceptual map is a chart used by market researchers and businesses to depict and understand how target customers view and feel about a given brand or product.

Perceptual graph builder jmp