Information And Resources About Perceptual Mapping

Recent Articles

Below are the 3 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Using eye-tracking to measure the effectiveness of TV commercials

The author discusses eye-tracking technology and the Index of Cognitive Activity as a method of obtaining unbiased physiological data to better understand how viewers absorb, and how well they like, various television advertisements.

Data Use: An indexing approach to brand equity

Following up on an earlier article, the author explores a real-world example of the application of a series of techniques to measure customer satisfaction and its resulting impact on brand equity. The techniques seek to uncover and measure what is truly important to customers, in this case in the biomedical industry, rather than assuming standard attributes to be important.

Laddering, mapping lead the way to better positioning

This article explores the use of the laddering technique and of perceptual mapping as ways to explore product and service categories and develop marketing communication and positioning strategies.

Related Articles

There are 7 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Exploring marketing ideas with perceptual maps

Making marketing strategies is a complex process requiring research, judgment and creativity. Perceptual mapping is a powerful tool for exploring data and generating hypotheses. This article discusses three types of perceptual maps: preference, multidimensional scaling (MDS) and correspondence.

Distill complexity: perceptual maps bring it all together

Managing marketplace perceptions is a key component to successful marketing. Research professionals must communicate the complex information that comprises brand image so that management can make informed decisions. This article discusses the usefulness of perceptual maps in this endeavor.

Mapping the future

This article describes the use of correspondence analysis to predict the impact of various marketing strategies on their brand's competitive position. In contrast to other types of perceptual mapping, correspondence analysis summarizes nominal data rather than metric data.

Using your PC strategically

A personal computer can be an invaluable tool for forecasting, conjoint analysis, perceptual mapping and correspondence analysis, writes Joseph Curry, vice president of Sawtooth Software. PC-based software helps companies move to the right end of the product continuum.

Correspondence analysis offers easy sophistication

This article demonstrates how to apply correspondence analysis, a perceptual mapping technique for describing correlations among categories in table data. The article also evaluates correspondence analysis software called MAPWISE.

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