Market Research Using Perceptual Mapping: How Are Perceptual Maps Generated?

Perceptual maps are created to provide a clear and concise view of the marketplace. When completed correctly, the map can serve as a valuable resource for the brand team, conveying their product's niche, competitive landscape and strategic advantage, as well as its blind spot. There are some key steps to consider when gathering input from the brand team to construct this analytical tool. G & S Research recommends the following approach.

Step one is to identify the key brand attributes that strongly influence physicians' prescribing behavior. These attributes can be derived from both quantitative research and the market experience of the brand manager. They should also be common to the entire market and not just the specific brand, since the map will include all relevant competitors. Data used to build the map will include each brand's rating on all of the attributes.

Next, factor analysis is used to reduce the large number of attributes into a smaller set that's easier to understand. This statistical technique determines which variables are most closely related and dissimilar by repeatedly measuring them against an ideal value. The optimal solution is the one that provides the lowest number of factors that 1) diverge from each other to a high degree and 2) explain an acceptable amount of the variance in the data.

Since perceptual mapping creates a market diagram, it's necessary to position the brands as they relate to an "ideal" attribute score relative to each other. The origin (intersection) of the map axes represents the ideal value for each dimension or attribute being measured. For example, if Brand A and Brand B score similarly on efficacy but not close to the ideal score, then those brands will be located near each other on the map, but distant to the ideal.

When perceptual maps are needed for your brand, it's critical to ask your supplier how they intend to create these maps. Confirm that the process used will include factor analysis to cull down the number of attributes and offer a high degree of market measure variability. Some brand managers even ask to see the formulas used to construct their maps. Most importantly, ask your supplier how to interpret the maps and what the results imply about your brand. Next month, we'll explore how s