You can use this worksheet to create your own perceptual map. Please indicate the product category, label the brands, and what two factors you will use for the map. Next, indicate what rating you would give to each brand on both factors. You probably do not have market share information so you can either make up numbers or make the share equal across all the brands. In addition, you probably don't have segment information but you can play around with various numbers here as well and come up with some creative names for each segment. If you do not use all of the brands or segments, just put '0' in for the factors and market share and they will not show up on the map.
| Indicate Product Category: | Generic Product | | | Generic Product Perceptual Map |
| | Criteria Rating 1 - 5 (1=Low; 5=High) | | | | |
| Competitor Brands (CB) | Price | Quality | Market share | | | |
| CB-1 | 1 | 5 | 10% | | | |
| CB-2 | 2 | 4 | 10% | | | |
| CB-3 | 3 | 5 | 10% | | | |
| CB-4 | 4 | 2 | 10% | | | |
| CB-5 | 5 | 1 | 10% | | | |
| CB-6 | 5 | 5 | 10% | | | |
| CB-7 | 4 | 4 | 10% | | | |
| CB-8 | 3 | 3 | 10% | | | |
| CB-9 | 2 | 1 | 10% | | | |
| Customer Segments (CS) | | | | | | |
| CS-1 | 5 | 2 | 20% | | | |
| CS-2 | 3 | 2 | 20% | | | |
| CS-3 | 2 | 4,5 | 20% | | | |
| CS-4 | 4 | 5 | 20% | | | |
| CS-5 | 1,5 | 1,5 | 20% | | | |
| CS-6 | 4 | 3 | 20% | | | |
| | | | | | | |
96. 41 Factor 1 Factor? 5Factor3 0 Factor 4 7Factor 5 5 Factor G 8 9 10 B Before creating a perceptual map, it is best to identify all the factors that are important to customers in the segment for which you are targeting and analyzing a position. In addition to listing the factors of importance, you should also rank the importance of each to determine which factors should most be considered for positioning. Lastly, you should collect data on how customer rank/rate the Importance of each factor and how well they rank/rate each competitor brand on each factor. This will give you the necessary data to prepare a simple perceptual map using two factors or a more complex perceptual map with multiple factors using multidimensional scaling (MDS). The "Perceptual Map Example contains an example of a generic simple 1 perceptual map. 2 Factors 3 4 Factor7 Factor 8 11 12 1.3 14 Competitor Brands (CB) 15 CB-1 2 : 16CR-2 17 CB-3 18 CB-4 19 CB-5 20 CB-G 21 CB-7 22 CB-A 23 CB-9 24 Customer Segments (CS) 25 CS-1 26 C5 2 21 31 284 29 CS-5 30 03-0 Calibri 11 Ranking THE Ba Acrobat A A === 2. & . === FACTOR RATINGS Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Factor 7 Factor 8 Criteria Worksheet Perceptual Map Example Perceptual Map Worksheet (2) - + Perceptual Map Worksheet (1) - Excel ? 23% 20 % Before creating a perceptual map, it is best to identify all the factors that are important to customers in the segment for which you are targeting and analyzing a position. In addition to listing the factors of importance, you should also rank the importance of each to C D E F G H I N 0 T K I ral - M Q R S - V W X Y 7 A 10 ENG 0 AA 20.53 17.07.20 Al 100% 96. 41 Factor 1 Factor? 5Factor3 0 Factor 4 7Factor 5 5 Factor G 8 9 10 B Before creating a perceptual map, it is best to identify all the factors that are important to customers in the segment for which you are targeting and analyzing a position. In addition to listing the factors of importance, you should also rank the importance of each to determine which factors should most be considered for positioning. Lastly, you should collect data on how customer rank/rate the Importance of each factor and how well they rank/rate each competitor brand on each factor. This will give you the necessary data to prepare a simple perceptual map using two factors or a more complex perceptual map with multiple factors using multidimensional scaling (MDS). The "Perceptual Map Example contains an example of a generic simple 1 perceptual map. 2 Factors 3 4 Factor7 Factor 8 11 12 1.3 14 Competitor Brands (CB) 15 CB-1 2 : 16CR-2 17 CB-3 18 CB-4 19 CB-5 20 CB-G 21 CB-7 22 CB-A 23 CB-9 24 Customer Segments (CS) 25 CS-1 26 C5 2 21 31 284 29 CS-5 30 03-0 Calibri 11 Ranking THE Ba Acrobat A A === 2. & . === FACTOR RATINGS Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Factor 7 Factor 8 Criteria Worksheet Perceptual Map Example Perceptual Map Worksheet (2) - + Perceptual Map Worksheet (1) - Excel ? 23% 20 % Before creating a perceptual map, it is best to identify all the factors that are important to customers in the segment for which you are targeting and analyzing a position. In addition to listing the factors of importance, you should also rank the importance of each to C D E F G H I N 0 T K I ral - M Q R S - V W X Y 7 A 10 ENG 0 AA 20.53 17.07.20 Al 100%
