Benefits of Perceptual Maps

Why use perceptual mapping?

There are many reasons why a firm would undertake perceptual mapping, the following table lists a number of these reasons.

Reason Benefits of Perceptual Maps
Check reality To see how the target consumers actually perceive the various offerings and positions
Impact of campaigns To measure/track the impact of recent marketing campaigns and any other marketing mix changes
Monitor new products To identify how well any new products have been positioned into the market
Monitor competition To monitor the impact of various competitive offerings over time
Look for gaps To assist the company identify market gap, as an input into the new product development process
Understand segments To provide information that will help further understand different market segments
Track preference changes To track any changes in consumer preferences (and other environmental factors) over time