Perceptual mapping is a technique that allows you to visualize the positioning of different brands in the market. Using perceptual maps, you can quickly compare yourself to competitors and make strategic decisions about whether or not you need to reposition your brand.
There are a several ways to create a perceptual map. I’d like to look at two extreme approaches — the easy way and the hard way.
Method One: The Easy Way
Perceptual maps are based on how consumers view brand personalities, but this method doesn’t require any new market research. Instead, it’s simply a way to visualize and refine your current understanding of your market.