Perceptual Map
In a category that was declining overall, one small section was growing. The client wanted to better understand the ‘lay of the land’ and identify any white spaces that might exist. An online survey of shoppers gathered brand imagery data on the key players, providing a map of the perceptual space in consumers’ minds. In addition to learning about the strengths and weaknesses of each existing brand, two areas of white space were uncovered – focusing R&D’s efforts for future development.