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A technique to chart the perceptions and preferences a consumer has regarding a product using a visual representation such as a map or graph.
This visual aid is utilised within market research for conveying consumer perceptions and prioritising of brands and the pre-conceived characteristics of a product or service.
See also:
Brand image
Market research
Related terms
NHS Evidence, European Union (EU), Eligibility criteria, Leader pricing, Health-related Quality of QOL, Market penetration pricing, Four Ms, Corporate identity, Margin (profit), Incremental cost-effectiveness ratio (ICER), Mode, Environmental set, Efficacy, Respondent fatigue, Sensitivity analysis (pharmacoeconomics),
