Perceptual mapping is a graphics technique, used by marketers, that attempts to visually display the perceptions of (potential) customers. Typically, the position of a product, product line, brand, or company is displayed relative to their competition.
In the example below, different car brands are compared to one another based on their classiness/distinctiveness versus their practicality/affordability, as well as the different brands being conservative versus sporty. This comparison gives a quick graphical overview of where a certain brand stands as compared to its competitors.
So is there no statistical analysis involved?
There is an assortment of statistical procedures that can be used to convert the raw data collected in a survey into a perceptual map, including factor analysis, discriminant analysis, and cluster analysis. Some techniques are constructed from perceived differences between products; others are constructed from perceived similarities. However, no distinct analysis is necessary to construct a perceptual map as shown above.
For more information about Perceptual Mapping, go to http://www.quirks.com/articles/a1989/19890204.aspx?searchID=17345713&sort=9
