Communication Matters: Perceptual Maps
David Glenn
Founder @ Connected Research and Communication Consulting | Behavioral Economics
Perceptual mapping is a visual technique used to compare and understand how consumers perceive
products, brands, or services. Specifically. locate market gaps, understand your competitors,
make strategic decisions and ongoing improvements.
One barrier to communication is an audience who relates to numbers
versus one that understands images better. Perception maps overcome this. A map shows:
1. brands v. brands
2. Attributes v. attributes
3. Brands v. attributes
Suppose you have survey data. to see relationships among fast food brands and brands. Please Look at
the simple map above composed sed of three attributes and nine brands.
? Taco Bell and White Castle stand out in AFFORDABILITY.
? Subway and, to a lesser degree, Jersey Mike’s have strengths in terms of MENU.
? Burger King is not close to another brand or attribute.
? KFC and Popeys share the space yet are not differentiated from each other.
? No one brand occupies SPEED (this may be because SPEED is relative) and represents an
? opportunity).
? Taco Bell and White Castle are AFFORDABLE.
? SPEED and MENU compared to other have different appeals.
The main power of maps is the ability to simultaneously see patterns in vast quantities of data.
For instance, suppose you have twelve attributes and eighteen brands.
We have managed many communication engagements to help clients – both research and consulting.
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