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Definition: Perceptual Mapping
A diagrammatic or graphical mapping technique where perceptions of customers or potential customers are recorded on a plane with varying criteria. Typically the parameters that can be displayed on a perceptual map are brands, products, product lines, companies, competitors etc. The positions of various variables are relative on the perceptual map.
Users and customers are interviewed on various aspects of the parameters that are to be mapped on to the perceptual map. The qualitative feedback received from the end customers are mapped on to a scale and these are then placed on the perceptual map using a relative positing scale.
Sample Perceptual map:
Suppose a perceptual map is to be created on the studying the perception of various car brands on fuel efficiency and cost. Users are interviewed on various questions for cars A, B, C, D, E and F. A following perceptual map is created.