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Perceptual Mapping

We often wonder how buyers perceive our product(s) relative to the competition. It is typical to ask questions such as "How much do you agree or disagree that [Company X, etc.] is [A Company I can Trust, etc.]" for a variety of companies and attributes. The problem with such an approach is that it results in often a very large table of average ratings for companies on attributes. These complex relationships can be distilled into a single two-dimensional picture (a perceptual map) that conveys strategic management insights.

Sawtooth Software offers a system for perceptual mapping called CPM (Composite Product Mapping). It may be used for maps that involve just perceptions, and also for composite maps that leverage both perceptual and preference information.

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