---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-244.html"
title: "Perceptual map of armchair designs"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 244
---

# Perceptual map of armchair designs

*Example: Armchair Designs*

![Perceptual map of 100 armchair designs with attribute vectors](/principles-of-survey-research/media/sessel_map.png)

Complicated

Emotional

Exaggerated

Light

Modern

Simple

Rational

Realistic

Heavy

Traditional

Source: Chuang & Chen (2008), International Journal of Design

---

*Slide 244 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*