Perceptual map
Perceptual map: coffee in town
Cheap
Pricey
Somewhere to stay
Grab and go
Station kiosk
Petrol station
Chain café
Specialty roaster
Hotel lounge
Drive-through
Gap: a cheap place to sit
Make a perceptual map
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What a perceptual map is
“Perceptual mapping or market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers.”
When to use a perceptual map
Marketing
Place brands by how customers see them, like price against a place to stay.
A brand
See where your brand sits now, and where you want it to sit.
Comparing
Empty corners are gaps in the market, like a cheap café to sit in.
How to make a perceptual map
- 1Pick two axesPerceptual map: coffee in townCheapPriceySomewhere to stayGrab and go
- 2Place your rivalsPerceptual map: coffee in townCheapPriceySomewhere to stayGrab and goStation kioskPetrol stationChain café
- 3Spot the gapPerceptual map: coffee in townCheapPriceySomewhere to stayGrab and goStation kioskPetrol stationChain caféSpecialty roasterHotel loungeDrive-throughGap: a cheap place to sit
Helpful resources
Questions
- What can it show?
They can be used to identify gaps in the market and potential partners or merger targets as well as to clarify perceptual problems with a company's product.
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