Direct Mapping of Consumer Perceptions

Abstract

Traditional perceptual mapping techniques such as factor analysis and multidimensional scaling do not directly involve the consumer in determining the number of dimensions, naming the dimensions or locating brands along the dimensions. This paper describes Direct Perceptual Mapping (DPM), a technique with which perceptual maps are elicited directly from the consumer. Results show that DPM compares favorably with traditional techniques in producing perceptual maps. In addition, DPM can provide process data that are not available with traditional techniques.