Perceptual Mapping
Consumers rate how similar brands are, and software turns that into a map whose axes reveal the criteria they actually use, without the researcher naming any in advance.
What it is
On this site it is read alongside Evaluative Criteria, Semantic Differential Scale and Conjoint Analysis.
In effect
Soap brands plotted on moisturising versus deodorant axes.
What it does not say
It is not the same thing as Evaluative Criteria, which sits close to it on this site but describes a different part of how people decide. It also does not say that the finding reaches every product, buyer or setting; where this page goes beyond the cited research, the step is an inference and is labelled as one.
Sources
- See the article listed above for the work this page draws on.