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Chapter 6 · Advanced Techniques of Market Analysis · Slide 244/274

Perceptual map of armchair designs

Example: Armchair Designs

6.4 · Perceptual Positioning MapsExample: Armchair Designs

Perceptual map of armchair designs

Perceptual map of 100 armchair designs with attribute vectors
Complicated
Emotional
Exaggerated
Light
Modern
Simple
Rational
Realistic
Heavy
Traditional
Source: Chuang & Chen (2008), International Journal of Design
QUESTIONSTAR · Dr. Paul Marx244 / 274
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