Dynamic Perceptual Mapping

29 Pages Posted: 6 Jul 2009

See all articles by Michael Greenacre

Michael Greenacre

Universitat Pompeu Fabra - Faculty of Economic and Business Sciences

Date Written: April 15, 2009

Abstract

Perceptual maps have been used for decades by market researchers to illuminate them about the similarity between brands in terms of a set of attributes, to position consumers relative to brands in terms of their preferences, or to study how demographic and psychometric variables relate to consumer choice. Invariably these maps are two-dimensional and static. As we enter the era of electronic publishing, the possibilities for dynamic graphics are opening up. We demonstrate the usefulness of introducing motion into perceptual maps through four examples. The first example shows how a perceptual map can be viewed in three dimensions, and the second one moves between two analyses of the data that were collected according to different protocols. In a third example we move from the best view of the data at the individual level to one which focuses on between-group differences in aggregated data. A final example considers the case when several demographic variables or market segments are available for each respondent, showing an animation with increasingly detailed demographic comparisons. These examples of dynamic maps use several data sets from marketing and social science research.

Keywords: Animation, brand-attribute maps, correspondence analysis, multidimensional scaling, perceptual map, visualization

JEL Classification: C19, C88

Suggested Citation

Greenacre, Michael John, Dynamic Perceptual Mapping (April 15, 2009). Available at SSRN: https://ssrn.com/abstract=1428365 or http://dx.doi.org/10.2139/ssrn.1428365

Michael John Greenacre (Contact Author)

Universitat Pompeu Fabra - Faculty of Economic and Business Sciences ( email )

Ramon Trias Fargas 25-27
Barcelona, 08005
Spain
34 93 542 25 51 (Phone)
34 93 542 17 46 (Fax)

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