Perceptual Mapping

Perceptual mapping is a graphics technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.

Perceptual maps can have any number of dimensions but the most common is two dimensions. Any more is a challenge to draw and confusing to interpret. The first perceptual map below shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable. This sample of consumers felt Porsche was the sportiest and classiest of the cars in the study (top right corner). They felt Plymouth was most practical and conservative (bottom left corner).




Perceptual Map of Competing Products
Cars that are positioned close to each other are seen as similar on the relevant dimensions by the consumer. For example consumers see Buick, Chrysler, and Oldsmobile as similar. They are close competitors and form a competitive grouping. A company considering the introduction of a new model will look for an area on the map free from competitors. Some perceptual maps use different size circles to indicate the sales volume or market share of the various competing products.

Displaying consumers’ perceptions of related products is only half the story. Many perceptual maps also display consumers’ ideal points. These points reflect ideal combinations of the two dimensions as seen by a consumer.

The next diagram shows a study of consumers’ ideal points in the alcohol/spirits product space. Each dot represents one respondent's ideal combination of the two dimensions. Areas where there is a cluster of ideal points (such as A) indicates a market segment. Areas without ideal points are sometimes referred to as demand voids.




Perceptual Map of Ideal Points and Clusters
A company considering introducing a new product will look for areas with a high density of ideal points. They will also look for areas without competitive rivals. This is best done by placing both the ideal points and the competing products on the same map.
Some maps plot ideal vectors instead of ideal points. The map below, displays various aspirin products as seen on the dimensions of effectiveness and gentleness. It also shows two ideal vectors. The slope of the ideal vector indicates the preferred ratio of the two dimensions by those consumers within that segment. This study indicates there is one segment that is more concerned with effectiveness than harshness, and another segment that is more interested in gentleness than strength.





Perceptual Map of Competing Products with Ideal Vectors
Perceptual maps need not come from a detailed study. It is questionable how valuable this type of map is. Often they just give the appearance of credibility to management’s preconceptions.

When detailed marketing research studies are done methodological problems can arise, but at least the information is coming directly from the consumer. There is an assortment of statistical procedures that can be used to convert the raw data collected in a survey into a perceptual map.

Some techniques are constructed from perceived differences between products/services, others are constructed from perceived similarities.
I think that this will be a useful way to record, analyse and collect data and will be using perceptual mapping for my project.

http://www.answers.com/topic/perceptual-mapping

Research Methods Learning diary 2

Over the past few months I have learnt so much on my course at Middlesex and its starting to come to light that all of the previous tasks are the foundations for the final module The Project.

Over the past few months I have learnt how to set up a blog to represent me and my work, it has also connected me to my peers and tutors. I have produced and advertised my CV to inform others of my training and my goals/dreams. I have learned how to express my interests and those who inspire me and why. I now know about the Kolb theory something I had never heard of before and to understand what it was I researched it to broaden my knowledge thus helping me with my current module as it’s something I have experienced doing before. I know that on a daily basis I use the Kolb Theory to make things work better and now I evaluate my work more frequently.

The most significant work to help benefit this module and my project is the writing styles as I have learnt how to write academically which will be the main style of writing for my project, learning the Harvard way to reference will be required for significant information. I know how to market something which may benefit me if say for instance i want to market some of my new classes. I know how to write a good descriptive piece of writing and have learnt that this is my favourite style of writing. The need to market work and the use of descriptive writing may be required as part of my research dependent upon my project title.

During the course I have had to reflect and analyse my work which is not something I used to do, I have had to take into account comments and critique from my peers in order to improve it which was very valuable. I’ve also learnt that my comments to my peers are very valuable for them and can improve their work and felt I did this very well. I learnt that appropriate and useful feedback is vital for improvement.

Everything I have learnt will benefit me in one way or another especially for the next few months ahead.

Reflection on Writing Task Draft Copies

I have now posted my draft copies of my three writing styles and have started to receive a few comments which I am hoping over the next couple of days will develop into conversations where I will welcome plenty of positive and constructive critism. I have taken some time to reflect upon Task D and have realised that I actually don’t find having to do lots of written work as monotonous as I thought. I say this because my role as a teacher doesn’t involve much if any written work, certainly not to the extent of what I have had to produce for my degree with Middlesex.

Personally I think that my marketing piece is written well and I stuck to my guns about not writing too after research from Michael Cohn stated “Keep the language simple and direct, Buzzwords and jargon can turn people off. Always try to speak plainly about what you are marketing. If some technical vocabulary is necessary, make sure that the terms are explained and examples are given. No matter how sophisticated the readers are, they will become impatient with text that does not get to the core message quickly and efficiently” http://biznik.com/articles/marketing-writing-how-to-maximize-its-effectiveness . I understand that some people may disagree hence why I will be interested to read what people think.

I must articulate that I found the descriptive writing the least challenging as I have always found this style of writing easier to generate. I was often capable of descriptive writing at school as writing stories and poems was something I was gifted at. I think I have a creative imagination and this helps me immensely in the classroom when I am teaching dance as my choreography is frequently about telling a story or portraying an emotion.

My least favorite example of writing is the academic style as I am out of practice and it has been a long while since I have written a form of essay with quotations and research back-up. It did take me the longer to write this style and do welcome all critism as I do feel this is a weaker area for me. I have followed my guide to referencing my quotes the “Harvard” way and feel that my question “Phantom of the opera the current longest running musical on Broadway, will a sequel ruin its reputation?” is relevant and already in discussion.

I have also give thought to Task E and I have commented on many peoples blogs with positive and constructive feedback which I hope helps people deliver excellent final copies of Task D. I also feel that this is really important as it’s a task where I ask myself “is this right?”, “Is this the best it can be?” I can only move forward with my writing styles if people comment and I find this hard as I feel my work is dependant upon someone else because I have delivered the best I can at this stage. I understand the importance of this task and I understand how feedback is important as a teacher to give and receive.

I look forward to reading your comments and they will go to great use helping me with final copies of my writing styles.

Marketing Writing - How to Maximize Its Effectiveness

Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. His business helps other business’s increase exposure on the Internet, resulting in increased leads, sales, profits, and ROI and build business’s a content-rich web presence, apply Internet marketing techniques, and utilize blog and social media technologies.

I have used some of his own experience to help me understand what Marketing means and what content a piece of writing needs to include to be successful and classed as Marketing.
I have learnt that the best writing is always clear and to the point, imparting to the reader exactly what he/she needs to learn. This is especially the case with marketing writing, and in particular, Inbound Marketing writing, because the end result is whether the reader agrees to buy the product or service or just read the statement/article based on what is presented in the writing.
In short, if the potential customers are not enticed by what they read, they will not become customers at all. The following are tips on how to maximize the effectiveness of the marketing writing.

Make the readers see value in your headline statement
The most impactful headline is one that makes the readers give it value and so creates interest in pursuing it further. Good marketing doesn't lecture, it converses. One of the best ways to do this is to pose the headline as a question, which engages the readers as they read. In the course of the marketing piece, subtly direct the readers to a viable answer proposed in the initial statement, an answer that they will be willing to pay for. In sum, always consider the impact of making a statement versus asking a leading question.

Keep the language simple and direct
Buzzwords and jargon can turn people off. Always try to speak plainly about what you are marketing. If some technical vocabulary is necessary, make sure that the terms are explained and examples are given. No matter how sophisticated the readers are, they will become impatient with text that does not get to the core message quickly and efficiently.

So now that I have done some research on marketing I feel confident to try marketing some writing. I will probably start with marketing myself.

Michael Cohn
http://bx.businessweek.com/profile/michael-cohn/mcohn283/