This is an example of a perceptual map using Multidimensional scaling.

Multidimensional scaling starts by asking, "How similar are these $2$ brands"

Asks for each pair of brands

Then, each brand is rated on attributes

Results are then plotted $($Similar brands are closer together; different brands are further apart$)$

Map the data and overlay the perceptual map with the attribute ratings

Part I: What does this data tell you.

Which brands are viewed as most similar?

Which brand is the Fiesta most different?

How does the business use this information?