Brand Spidergrams

Another visualisation tool used to demonstrate the similarities and difference between companies in the same market is the ‘spidergram’ chart. Like a perceptual map, data on a number of variables is collected from customers which is then analysed and plotted on a chart. What we can see here better is the distribution of these scores over more than 2 dimensions allowing for more detailed analysis of the brands, but also an aggregate score for the whole market can be visualised. Here is an example: