When a picture is worth a thousand words...
Perceptual maps can be powerful tools for visualising your market. In particular, they can provide you with a powerful view of:
- How your customers view your products relative to competitors. (The classic approach here is discriminant analysis.)
- How competitive your products are relative to other products. (The classic approach here is quadrant analysis.)
- Where your products fit into the market. (The classic approach here is multi-dimensional scaling.)
Now perceptual maps can be inserted into any on-line survey
Traditionally perceptual mapping has involved large, complex and expensive surveys. Inpharmation has developed perceptual mapping technology that is simple and quick to answer. This means that powerful perceptual mapping can be inserted into any on-line questionnaire. What is more, despite the simplicity, the results are just as valid and just as full as with traditional complex techniques.