Step 1 Enter the Title of Your Map

Step 2 Enter the two labels for your Horizontal AxisFor the left side of the map

For the right side of the map

Step 3 Enter the two labels for your Vertical AxisFor the bottom of the map

For the top of the map

Step 4 Enter the Brands or Products to be Mapped Step 5Up to a maximum of 25 brands/products

1 =

5 =

(Some examples provided, simply type over the brands below.) 9 =

1 McDonald's

2 Burger King

3 Wendy's

4

5

6

7

8

9

10

11

12

13

14

15

16

17

Simply type over the grey cells below to quickly and easily create your own Perceptual Map

Please note that you can click on Attribute Ideas in the menu on the main website to help determine suitable brand/product attributes to use

Or for more information on Perceptual Maps and/or the Market Segmentation, Targeting and Positioning (STP) process, please visit

18

19

20

21

22

23

24

25

Step 7

1

2

3

4

When finished entering your data above, simply copy your Perceptual Map below and paste it into your document.

Burger King

Perceptual Map of the Fast Food Market in the USA

Jun

k Fo

od

Junk Food (These are examples only.

Healthy Type in your attributes.)

Limited Choice (These are examples only.

Wide Choice Type in your attributes.)

All About Perceptual Maps

Step 6

Horizontal Attribute Vertical AttributeJunk Food 1 = Limited Choice 1 =

Equal mix of both 5 = Equal mix of both 2 =

Healthy 9 = Wide Choice 3 =

5.5 7

4 4.5

7 3

Simply type over the grey cells below to quickly and easily create your own Perceptual Map

Perceptual Map of the Fast Food Market in the USA(This is an example only. Simply type over this map title.)

Please note that you can click on Attribute Ideas in the menu on the main website to help determine suitable brand/product attributes to use

Or for more information on Perceptual Maps and/or the Market Segmentation, Targeting and Positioning (STP) process, please visit

Please note that this is an optional step

Score each brand/product for the two attributesUse a 1-9 scale, using the following table as a rough guide.

1

2

3

4

To maintain the formating of the map

when you copy it:

When finished entering your data above, simply copy your Perceptual Map below and paste it into your document.

McDonald's

Burger King

Wendy's

Perceptual Map of the Fast Food Market in the USA

Hea

lth

y

Limited Choice

Hea

lth

y

Limited Choice

Wide Choice

Change the circle sizes

SizesSmall

Medum

Large

3

2

1

2

2

2

3

1

2

2

2

2

2

2

2

2

2

Simply type over the grey cells below to quickly and easily create your own Perceptual Map

Please note that you can click on Attribute Ideas in the menu on the main website to help determine suitable brand/product attributes to use

Or for more information on Perceptual Maps and/or the Market Segmentation, Targeting and Positioning (STP) process, please visit

Please note that this is an optional step

2

2

2

2

2

2

2

2

Click on the edge of the map

to highlight it

Select 'copy' from the menu

Go to your document

Select 'paste', then 'paste special'

and choose 'bitmap'.

To maintain the formating of the map

when you copy it:

When finished entering your data above, simply copy your Perceptual Map below and paste it into your document.