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Perception mapping

Let's construct a perception map to help you find where your product or service fits into the market.
Map on table with people working
© University of York

Where do you fit?

Have a look at the diagram below. You can see how two customer ‘wants’ are drawn along the X and Y axis. Now take your competition and place them where you think they fit.


The gap is where you might be able to add something. By drawing several Perceptual Charts inter-relating different consumer ‘wants’ you can find your niche, or at least have an area you can ring-fence as your space, where you envisage your product or service to add value. The objective isn’t to fill that space, but to help you decide what direction your product or service leans in order to capture customers who aren’t being served by the current options.

Remember – perceptions are just that – they aren’t always accurate. What do you disagree with from the map above?

Over to you

Try this exercise using a group of products you’re familiar with before making your own (you can just draw this on paper or use a software version, linked below).

Share your thoughts on the process of drawing together your own Perceptual Charts.

© University of York
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