What is Perception Map?
Perceptual map is a visual representation of consumers' perception and preference for a series of products or brands. The purpose is to try to express the perception of consumers or potential consumers with intuitive and visualized images. Especially used in product, product series, brand positioning, also used to describe the relative position of enterprises and competitors.
The coordinate axis represents the characteristic factors for consumers to evaluate brands. The circles on the figure above correspond to the main brands in the market. Its position in the figure represents consumers' evaluation of their performance on each key characteristic factor.
Using Perceptual Map for Representing Multi-dimensional Factors
Perceptual map can be multidimensional, and the most common case is two-dimensional. The most important thing is how to draw and explain. In this perception map template, it shows consumers' perception of different brands of cars through two dimensions (Sports / conservative; high-end, distinctive / practical and affordable).
In this perceptual map, consumers think that the Pontiac (top right corner) is the sportiest and advanced car in the study. And they think Ford is the most practical and conservative.
Perception Map Template
Here is a Perception Map template created with Visual Paradigm's online strategic analysis tool. You can customize this template by modifying the text, color and font, and use it in your presentations and reports.
