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When to use:

To visually illustrate how your product/service performs across multiple variables/dimensions. For example, you can evaluate how well several potential communication messages perform on “uniqueness” and “believability.” This analysis can also be done relative to competitors.

This is a valuable tool to use after the launch phase and during the rest of the life cycle of a product/communication.

Customer perceptions are displayed visually and we can examine perceptual shifts over time. In addition perceptual ideals can also be displayed.

perceptual map

perceptual map


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