Chapter 6 · Advanced Techniques of Market Analysis · Slide 250/274

Perceptual Positioning Maps

Axes are "virtual" attribute vectors that differentiate most strongly. Their label is usually derived from the neighboring vectors.

6.4 · Perceptual Positioning MapsAxes = strongest differentiation

Axes are "virtual" attribute vectors that differentiate most strongly. Their label is usually derived from the neighboring vectors.

Budget

Premium

Strong

Light

Blue-collar

Full-bodied

Strong

Popular among
men

For the
special
occasion

Dining out

Premium

Good value
for money

Affordable

Pale

Light

Not
filling

Popular among
women

Point in roughly the same direction; correlate both statistically and in content

QUESTIONSTAR · Dr. Paul Marx250 / 274