---
url: "https://questionstar.com/principles-of-survey-research/chapter-6/slide-251.html"
title: "Perceptual Positioning Maps"
type: "lehrbuch-slide"
chapter: 6
chapterTitle: "Advanced Techniques of Market Analysis"
slide: 251
---

# Perceptual Positioning Maps

*Straightforward assessment of segment potential and attractiveness; straightforward formulation of positioning strategies, statements and advertising…*

### Perceptual Positioning Maps and Segmentation

Straightforward assessment of **segment potential** and attractiveness; straightforward formulation of positioning strategies, statements and advertising campaigns.

Possible themes for advertising campaigns:

**Segment A:** Strong beer for strong men.

**Segment B:** Real ladies drink premium light beer on special occasions.

**Segment C:** Light lager — good beer at a good price.

![Perceptual Positioning Map of Beer Brands](/principles-of-survey-research/media/beer_map.png)

![](/principles-of-survey-research/media/beer_anno6.png)

Budget

Premium

Strong

Light

Working class

Full-bodied

Strong

Popular among men

For the special occasion

Dining out

Premium

Good value for money

Inexpensive

Light lager

Light

Not filling

Popular among women

Segment A

Segment C

Segment B

Segment C's preferences are unmet → an open market gap?

*[Diagramm: Perceptual Positioning Maps]*

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*Slide 251 of 274 · Chapter 6: Advanced Techniques of Market Analysis · Principles of Survey Research · Dr. Paul Marx*