Attribute based Perceptual Mapping

Perceptual mapping is an analysis which helps in understanding consumer perceptions of products. It produces a picture or map which shows how products are perceived on specific features or attributes. This map shows which products compete in the consumers mind and suggests how a product can be positioned to maximise preference and sales. By using perceptual map by itself just gives us the relationship between  the selected products.

Attribute based Perceptual Mapping:

With this method we can add factors which we want to study in relation to products in order to gain better understanding. Many companies find attribute based perceptual mapping to be useful in understanding their image among other competitors. It helps them understand their market and develop marketing strategy. Some sectors where perceptual mapping is often used are package goods, service organisations, retailers, automobiles & advertising agencies. 

After reading some articles on the internet I found that widely perceptual mapping is used by the above mentioned industries where the competition if very high or the volumes are high. Also commonly this technique is used for marketing problems. But then I found an article which referred using perceptual mapping in Human Resource function of an organisation.  

   

It can help in measuring staff motivation, identifying potential problems and making best decisions. Attribute based Perceptual Mapping can help, identify, understand and address issues like:

• Organisation culture and workplace diversity
• Customer satisfaction
• Employee profiling and candidate selection
• Employee retention and exit surveys

Why Perceptual Mapping?

• Early warning system to fix small problems before they become big ones
• A quick, accurate and anonymous way to continuously monitor your business
• Enable effective and meaningful conversations about difficult topics
• Develop a map for continued success that can be benchmarked against as your organisation grows.

Attribute based Perceptual Mapping isn’t just a fault finder; it can track and measure the success of introduced strategies and the impact they are having on your business.