Preference Mapping

Most consumers are unable to describe objectively what it is they perceive when assessing products. Their comments will generally be hedonically based (‘nice’, ‘tasty’, ‘pretty’), rather than related to specific product attributes.

Preference Mapping brings together a group of statistical techniques, which allows us to look at each consumer’s preference on a map rather than averaging data across all the consumers. This gives us a clearer understanding of what drives preference.

This powerful tool allows us to:

• Understand our market segmentation and target those consumers that fit our product
  
• Position our brand
  
• Conduct a product health check to see how our product measures up to the competition
  
• Conduct a category appraisal
  
• Substantiate advertising claims
  
• Identify gaps in the market for new product opportunities