How consumers view a company, product or service is an important piece of the marketing puzzle. There are several techniques which can be used to evaluate one's image -- ranging from simple cross-tabular analysis to statistical tools which create a "map" which graphically portrays the consumer's perceptions.
The methods below are illustrative of several ACTION BASED approaches which have proven successful in identifying one's image and market position.
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Perceptual Mapping
The ABR Grid identifies both the relative importance of factors influencing buyer preferences and also how well a product performs relative to competitors on those factors. The ABR Grid is used to identify a product's strengths and weaknesses in the eyes of consumers.
The ABR Grid has been successfully applied to many products, companies, and services. Most often it is used for advertising and product/service development. |
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Perceptual Mapping
Perceptual mapping reveals a company's image by identifying the specific attributes that consumers associate with each company. A company's image is identified by those attributes which are in close proximity to the company in the "perceptual space," or map. |
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Brand Preference Mapping
Multidimensional scaling techniques derive a picture of how consumers evaluate a company and it's competitors. In this example, the closer a brand is to a segment's "ideal point" the more the segment is attracted to that brand.
When used for brand or product positioning, MDS indicates specific steps to move a company's position in a more appealing, profitable direction. |
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