Perceptual Mapping: What it is and How it Works

In marketing research we collect data such as the demographic profiles of different brand users or product benefits sought by different brand users. In such cases, we are trying to understand the relationship between two sets of variables: demographics vs. brand usage or product benefit vs. brand usage. Brand mapping (also known as perceptual mapping) aims to show the relationship between two sets of variables visually, so it will be easy for us to understand the relationship, for example, between demographics and brand usage or product benefit and brand usage.

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