How Does Market Mapping Work?
Perceptual or positioning maps have been used for decades.
But I see them misused time and again.
If any of the variables you use wouldn’t be considered by a competitor (Eg. Convenient vs Inconvenient), it’s a pointless exercise.
Instead, think of specific options your audience has (Eg. Quick & Easy vs Comprehensive & Thorough) and your map becomes infinitely more effective.
It’s a traditional, but still very effective tool when used correctly.
Are you using this tool effectively to find gaps?
#marketingmapping #targetaudience #brandperception