Perceptual map/mapping

A graphic representation technique of the perceived relationships among elements in a set, where the elements could be brands, services, or product categories. This is a “map” of perceptions of positions of brands or products as received by consumers. Commonly used to describe the output of a multidimensional scaling (MDS) analysis. The technique of perceptual mapping helps marketers to determine just how their brands/products or services appear to consumers in relation to competitive brands on one or more relevant characteristics. It enables them to see gaps in the positioning of all brands in the product or service class and to identify areas in which consumer needs are not being fulfilled.