Editing Perceptual mapping (section)

== Examples ==
Perceptual maps can have any number of dimensions but the most common is two dimensions. The first perceptual map below shows consumer perceptions of various [[automobile]]s on the two dimensions of sportiness/conservative and classy/affordable. This sample of consumers felt [[Porsche]] was the sportiest and classiest of the cars in the study (top right corner). They felt [[Plymouth (automobile)|Plymouth]] was most practical and conservative (bottom left corner).

[[Image:PerceptualMap1.png|center|frame|Perceptual map of competing products]]

Cars that are positioned close to each other are seen as similar on the relevant dimensions by the consumer. For example, consumers see Buick, Chrysler, and Oldsmobile as similar. They are close competitors and form a competitive grouping. A company considering the introduction of a new model will look for an area on the map free from competitors. Some perceptual maps use different-sized circles to indicate the sales volume or market share of the various competing products.

Displaying consumers’ perceptions of related products is only half the story. Many perceptual maps also display consumers’ ideal points. These points reflect ideal combinations of the two dimensions as seen by a consumer. The next diagram shows a study of consumers’ ideal points in the alcohol/spirits product space. Each dot represents one respondent's ideal combination of the two dimensions. Areas where there is a cluster of ideal points (such as A) indicate a [[market segment]]. Areas without ideal points are sometimes referred to as demand voids.

[[Image:PerceptualMap2.png|center|frame|Perceptual map of ideal points and clusters]]

A company considering introducing a new product will look for areas with a high density of ideal points. They will also look for areas without competitive rivals. This is best done by placing both the ideal points and the competing products on the same map.

Some maps plot ideal vectors instead of ideal points. The map below displays various aspirin products as seen on the dimensions of effectiveness and gentleness. It also shows two ideal vectors. The slope of the ideal vector indicates the ratio of the two dimensions preferred by those consumers within that segment. This study indicates that there is one segment that is more concerned with effectiveness than harshness, and another segment that is more interested in gentleness than strength.

[[Image:PerceptualMap3-new.png|center|frame|Perceptual map of competing products with ideal vectors]]