perceptual mapping

perceptual mapping
The use of mathematical psychology to understand the structure of a market. Consumer images of different brands of a product are plotted on a graph or map; the closer two brands are on the map, the closer they are as competitors. Perceptual mapping is also used in the development of a new product; the closer a new product appears on a map to an ideal product, the more likely the new product is to succeed. It can be useful in determining competitors' positions and what opportunities there are in unoccupied positions.

Big dictionary of business and management. 2014.

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