Step 1 Enter the Title of Your Map

Step 2 Enter the two labels for your Horizontal Axis

For the left side of the map
For the right side of the map
Step 3 Enter the two labels for your Vertical Axis
For the bottom of the map
For the top of the map
Step 4 Enter the Brands or Products to be Mapped Step 5
Up 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
J
u
n
k

F
o
o
d

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 Attribute
Junk 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 attributes
Use 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
H
e
a
l
t
h
y

Limited Choice
H
e
a
l
t
h
y

Limited Choice
Wide Choice
Change the circle sizes
Sizes
Small
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.