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Perceptual maps via enhanced correspondence analysis: representing confidence regions to clarify brand positions

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Abstract

Brand positioning is frequently facilitated by the use of perceptual maps. Several approaches exist for deriving such maps. This research uses the variability inherent in customer data to build confidence regions around brands and attributes in perceptual maps. Doing so generalizes the typical descriptive approach to a truer, statistical inferential approach to mapping. The resulting visualizations clarify the interpretations regarding which brands are similar, with overlapping confidence regions, and which brands are distinct, given non-overlapping confidence ellipses. The modeling is first demonstrated on a small, synthetic dataset and then on real consumer data. The model extension is shown to be useful, and it is relatively straightforward in implementation. It is hoped that this extension to this frequently used market mapping approach should enhance interpretive precision, and therefore, lead to more accurate and successful strategic positioning decisions.

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Notes

  1. Plots were drawn for each ellipse centered at points \(\left( {d_{1} ,d_{2} } \right)\), radii \(s_{{d_{1} }}\) and \(s_{{d_{2} }}\), and orientation through angle \(\alpha\) (\(r = \cos \alpha\)) by generating points \((x,y)\) such that \(A\left( {x - d_{1} } \right)^{2} + B\left( {x - d_{1} } \right)\left( {y - d_{2} } \right) + C\left( {y - d_{2} } \right)^{2} = 1\), where \(A = \left( {\frac{{\cos^{2} \alpha }}{{s_{1}^{2} }} + \frac{{\sin^{2} \alpha }}{{s_{2}^{2} }}} \right)\), \(B = - 2(\cos \alpha )(\sin \alpha )\left( {\frac{1}{{s_{1}^{2} }} - \frac{1}{{s_{2}^{2} }}} \right)\), \(C = \left( {\frac{{\sin^{2} \alpha }}{{s_{1}^{2} }} + \frac{{\cos^{2} \alpha }}{{s_{2}^{2} }}} \right)\). Software is available from the authors.

  2. Note: in the study, pictures of the cereal boxes were used.

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Author information

Authors and Affiliations

  1. Vanderbilt University, Nashville, TN, USA

    Dawn Iacobucci

  2. University of Texas at Arlington, Arlington, TX, USA

    Doug Grisaffe

Authors
  1. Dawn Iacobucci
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  2. Doug Grisaffe
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Corresponding author

Correspondence to Dawn Iacobucci.

Appendix: stimuli and rating scales

Appendix: stimuli and rating scales

Please consider each cerealFootnote 2 and answer the questions that follow.

  • Cheerios

  • Frosted flakes

  • Mini-wheats

  • Raisin bran

  • Lucky charms

  • Rice krispies

First, please consider Cheerios:

 

Strongly disagree

   

Strongly agree

I am very familiar with this cereal

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3

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5

6

7

This cereal is very healthy

1

2

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5

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7

I trust this brand

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2

3

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5

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7

This cereal is for kids

1

2

3

4

5

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7

This cereal tastes good

1

2

3

4

5

6

7

  1. Each cereal was rated

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Iacobucci, D., Grisaffe, D. Perceptual maps via enhanced correspondence analysis: representing confidence regions to clarify brand positions. J Market Anal 6, 72–83 (2018). https://doi.org/10.1057/s41270-018-0037-7

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  • DOI: https://doi.org/10.1057/s41270-018-0037-7

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