Market Research Using Perceptual Mapping: What Is It and Why Is It Used?

This is the first of three eTips! covering the benefits derived from using perceptual maps as a market research tool. This month's issue highlights circumstances in which perceptual maps are used. Next month's eTip! will address how this analytical tool is developed.

Perceptual mapping, sometimes called multi-dimensional scaling, is a multi-variate analytical technique used to measure perception and preference of specific features or attributes-typically in the context of the product's (or service's) competition.

The end-result of perceptual mapping are "product maps" which are comprised of visual representations or points on a chart or graph. These often provide illuminating cues of opportunities where there is little or no competition. In addition, they can show which products compete in the prescriber's or consumer's mind and suggest how a product can be positioned to maximize preference, prescribing behavior, and/or sales.

The most effective perceptual mapping compares existing products to the users' perception of an ideal product. Conclusions drawn from mapping can be used to seize opportunities to differentiate a product and capitalize on its perceived strengths with the target audience.

Healthcare companies use perceptual mapping techniques to meet a variety of objectives. Some examples include:

• Identify needs that are most important but not currently met in the marketplace
• Discover positioning of a new product among existing and pre-launch products
• Develop or modify a product's marketing communication strategy
• Determine the components of brand equity associated with a product and their relative significance
• Weigh the relative importance of each element in a promotional strategy
• Gauge the effect of different promotional concepts on product usage

September's eTip! will explore how perceptual maps are developed.

Sources: Marketing Research Association (MRA)