This article provides a detailed response to: What are the best practices for creating a perceptual map in Excel to analyze market positioning and customer perceptions effectively? For a comprehensive understanding of Market Research, we also include relevant case studies for further reading and links to Market Research best practice resources.
TLDR Create a perceptual map in Excel by gathering accurate data, selecting relevant attributes, plotting a scatter plot, and analyzing for strategic insights.
TABLE OF CONTENTS
Overview Choosing the Right Attributes Plotting and Analyzing Data Utilizing the Insights Best Practices in Market Research Market Research Case Studies Related Questions
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Before we begin, let's review some important management concepts, as they relate to this question.
Understanding how to create a perceptual map in Excel is crucial for C-level executives keen on analyzing market positioning and customer perceptions. This strategic tool allows organizations to visualize their standing in comparison to competitors based on factors critical to their target market. The creation of a perceptual map involves collecting and plotting data on a two-dimensional graph, where each axis represents a different attribute that customers use to make purchasing decisions.
Before diving into Excel, it's imperative to gather relevant and accurate data. This might involve primary research or leveraging existing market studies from reputable consulting or market research firms. For instance, data on customer preferences and perceptions can be extracted from comprehensive reports by McKinsey or consumer surveys conducted by Gartner. The accuracy of the data collected directly influences the validity of the insights derived from the perceptual map.
Once the data is ready, the next step is to open Excel and select an appropriate template for creating the map. Although Excel doesn't offer a pre-made perceptual map template, it provides the necessary tools to construct one from scratch. Starting with a scatter plot, executives can plot the data points representing different brands or products based on the two chosen attributes. This visual representation makes it easier to identify clusters, outliers, and overall market dynamics.
Choosing the Right Attributes
Selecting the most relevant attributes for the axes is a critical decision in the framework of a perceptual map. These attributes should reflect factors that are both important to the customer and varied among competitors. Common examples include price, quality, luxury, or user-friendliness. The choice of attributes should stem from strategic objectives and the insights you aim to gain. Consulting firms often emphasize the importance of aligning these attributes with the organization's Strategy Development and Performance Management goals.
It's also essential to ensure that the chosen attributes are perceived differently by the target market. For example, if all competitors are perceived similarly in terms of quality, using quality as an attribute would not yield insightful results. Instead, focusing on an attribute with greater variance among competitors, such as innovation or customer service, might provide more strategic value.
After selecting the attributes, plotting them on the Excel chart requires careful consideration of scale and intervals to maintain accuracy and readability. This step might involve normalizing data points to ensure they are comparable across different scales, especially when dealing with subjective customer perceptions.
Plotting and Analyzing Data
With the attributes defined, the next step is plotting the data on the Excel chart. This involves inputting the data into Excel and using the scatter plot chart type. Each data point can represent a competitor or a specific product, plotted according to its performance on the two chosen attributes. It's crucial to accurately label each data point to avoid confusion during analysis.
Analysis of the perceptual map involves identifying patterns, such as clusters of organizations that are perceived similarly by customers. It also includes spotting gaps in the market where there are opportunities for differentiation or new entrants. Real-world examples of this analysis might include a tech organization identifying an opportunity in the market for a high-quality, user-friendly product in a sector where competitors are focused on low cost and high performance.
Further, the perceptual map can be enhanced by adding vectors or areas that indicate market trends or the direction in which the market is moving. This advanced analysis can provide strategic insights into how customer perceptions are changing over time and how organizations can adapt their strategies accordingly.
Utilizing the Insights
The final and most critical step is translating the insights gained from the perceptual map into actionable strategies. This might involve identifying a niche market that the organization can target, repositioning a product, or even altering product attributes to better meet customer needs. The perceptual map provides a visual representation that can facilitate strategic discussions among C-level executives, driving decisions that are informed by customer perceptions and market positioning.
Moreover, it's important to regularly update the perceptual map as market conditions and customer perceptions evolve. This ensures that the organization's strategy remains aligned with the market dynamics and can respond to changes effectively. Regular updates can be facilitated by establishing a process for continuous data collection and analysis, ensuring that the organization remains agile in its strategic planning.
In conclusion, creating a perceptual map in Excel is a powerful technique for C-level executives to visualize market positions and customer perceptions. By carefully selecting attributes, plotting and analyzing data, and translating insights into actionable strategies, organizations can enhance their strategic planning and decision-making processes. The key lies in the meticulous execution of each step and the strategic use of insights to drive competitive positioning and customer-centric strategies.
Best Practices in Market Research
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This Q&A article was reviewed by David Tang. David is the CEO and Founder of Flevy. Prior to Flevy, David worked as a management consultant for 8 years, where he served clients in North America, EMEA, and APAC. He graduated from Cornell with a BS in Electrical Engineering and MEng in Management.
It is licensed under CC BY 4.0. You're free to share and adapt with attribution. To cite this article, please use:
Source: "What are the best practices for creating a perceptual map in Excel to analyze market positioning and customer perceptions effectively?," Flevy Management Insights, David Tang, 2025
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