How Does Market Mapping Work?

Perceptual or positioning maps have been used for decades.

But I see them misused time and again.

If any of the variables you use wouldn’t be considered by a competitor (Eg. Convenient vs Inconvenient), it’s a pointless exercise.

Instead, think of specific options your audience has (Eg. Quick & Easy vs Comprehensive & Thorough) and your map becomes infinitely more effective.

It’s a traditional, but still very effective tool when used correctly.

Are you using this tool effectively to find gaps?

#marketingmapping #targetaudience #brandperception