Market Research Using Perceptual Mapping: How Are Perceptual Maps Interpreted and Displayed?

This is the third e-Tip! installment examining perceptual map's value as a market research tool. This month's issue addresses how perceptual maps are interpreted and displayed. To view the previous issues, click here.

Since perceptual mapping is a subjective exercise, the analyst must be familiar with the analytic technique as well as the market being mapped. Analyst expertise becomes paramount during this phase. Based on her experience, she will look at the attributes grouped together on the map and develop an explanation of what they mean for the market. This explanation is then shared with at least one other analyst for a critical review to ensure the subjective analysis is accurate. Likewise, clients should confirm that their research supplier will involve multiple analysts in the review process.

The next step is to create labels that exemplify the dimension explanation. This again is aided by the analyst's experience in the market, and reflects her perspective. At this point, the labels are shared with the client, and a consultative process is used to develop the final name of each dimension. The resulting labels will then be assigned and used for subsequent mapping.

Occasionally an attribute will be assigned to a dimension that doesn't seem to fit. This is usually because there's a link in the mind of the respondent that may not make sense to the analyst. It's also an indication that something is occurring in the market that's unexplained and thus may require further study. Generally, this odd attribute has little practical effect on the marketing decisions to be made and further study is not warranted.

The final step in perceptual mapping is displaying the information in a manner that is understandable and usable. There are as many different ways of drawing the map as there are people who draw them. The true goal is to present a map from which directions can be easily determined. This is especially important when complex maps will be presented to managers who may not be familiar with how to interpret them. For this reason, a two dimensional comparison map should always be used to facilitate the results presentation.

Maps are displayed in order of dimension importance, as determined from the data. Each produ