What is the perception map?

Perception map, also known as a perceptual map, is a graphic representation of how customers and prospects feel about various brands, products and ideas. It is a market research tool. Perception maps can be used to plan a new product or improve the existing offer. Multiple maps can be created for different areas related to the subject. For example, there may be one map that shows only information about the product flavor, while another can show how people feel about different competitions. Information can come from sources such as surveys, interviews and focus groups. Participants are usually asked for their views on a number of things related to the product, company and its competitors. The information is then assembled into categories that can be easily drawn on the chart.n be attracted together. The basis of a typical perception map is a cross with equidistant lines. Each line is marked with a different description. By placing items on the map according to the survey responses, the company can see where it stands in differenth questions.

circles, squares or other shapes marked with research information are located in four parts or across these crosses. They show different opinions that respondents have about each product or company. For example, on a cross with a vertical line, which calls safety and a horizontal line, which is marked as speed, the circle marked with the name of a sports car can be placed high for speed and low for safety.

Once the information is set, other versions of the perception map can be generated. Another common type of map shows answers as dots. Wherever there is a cluster of dots, again, it can assume that these properties would be appropriate to call the market segment. This makes it possible to tune the development of the product and marketing efforts to address its audience more efficiently.

One of the advantages of a perception map is that it communicates its news clearly and easily. In the presentation it can bI have a useful graphical layout. This also makes ideas available immediately for employees from other departments and especially executives.