Applications of IT in Research
Perceptual Mapping
How strongly do your clients associate different image statements with your brand? More strongly than with the brands of your competitors? Perceptual mapping is simply a way of taking complicated results from brand association research surveys and presenting them on a clear and informative map.
The statistical techniques we employ for this process are factor analysis and correspondence analysis. The resulting maps are quickly and easily understood by non-specialist audiences and provide a ready means for assessing brand positioning.
Client example
A perceptual map similar to the example below was created to assess the brand positioning of a major car manufacturer.
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