Perceptual Map Template
Visually represent customers’ perceptions of your company, brand, product, or service.
About the perceptual map template
What is a perceptual map?
A perceptual map is a visual representation of customers’ or potential customers’ perceptions. Perceptual maps are used to assess organizations, brands, products, ideas, goods, or services.
Perceptual mapping is a powerful diagrammatic technique. To create a perceptual map, you must first draw two or more axes. The axes display your company’s product, brand, or service relative to your competition. Many marketers and product managers choose to use different size circles to represent sales volume or market share of competing products, though this is optional. You can then ask participants to rank competing products relative to each other along these axes. The resulting map gives you insight into how customers feel about competing products in a given market.
What can you use a perceptual map to assess?
You can use a perceptual map to assess a wide range of attributes such as price, performance, safety, and reliability. There are a variety of benefits to using a perceptual map.
Benefit 1 - Gain a better understanding of your product is positioned in a given market. If you’re operating in a dynamic, crowded market, it can be hard to know how your product measures up to the competition. If you’re operating in a small, new market, it can be equally difficult. Perceptual maps are vital for gaining insight into your relative strengths and weaknesses.
Benefit 2 - Discover how customers and potential customers perceive your brand. Many businesses ship goods or services without any view into why their customers bought them -- or why potential customers failed to do so. Perceptual mapping puts you in touch with your customers’ decision-making processes.
Benefit 3 - Assess your competition’s strengths and weaknesses. Since perceptual maps situate your business relative to your competition, it can help you figure out what your competitors are doing right and wrong.
Benefit 4 - Help your business understand gaps in the market. When your business is successful, it can be easy to keep shipping the same (or similar) products year after year without iterating. Perceptual maps help you explore the market and probe for unseen gaps, which might be ripe for exploitation.
Benefit 5 - Understand changes in customer behavior and purchasing decisions. Maybe your customers suddenly stopped buying a certain product, or maybe they started buying that product en masse. Either way, it’s crucial to understand why so you can make decisions going forward. A perceptual map gets at the heart of customer behavior.
Why use a perceptual map?
You can use a perceptual map to understand what your customers think about you and your competitors. This can help you track market trends, identify gaps in the market, and develop your branding and marketing strategies.
Get started with this template right now.
Competitive Analysis Template
Works best for:
Marketing, Decision Making
Developing a great product starts with knowing the lay of the land (meaning who you’re up against) and answering a few questions: Who are your competitors? How does your product or service compare? What makes you stand out? A competitive analysis will help find the answers, which can ultimately shape your product, value prop, marketing, and sales strategies. It’s a great exercise when a big business event is about to occur — like a new product release or strategic planning session.
RAID Log Template
Works best for:
Agile Methodology, Project Management, Agile Workflows
Use the RAID Log template to better understand potential risks, assumptions, issues, and dependencies relating to an upcoming project. With this information, you can make effective contingency plans and prepare your resources accordingly. You’ll know what could go wrong throughout the project and how to fix the problem.
Target Audience Template
Works best for:
Marketing, Desk Research, Prioritization
Understanding your target audience is vital to business success. How can you market yourself effectively if you don’t know who you’re targeting? Using the Target Audience template, you can review valuable data about who your customers are and what they want from your product or service.
User Interview Template
Works best for:
Desk Research, Product Management
A user interview is a UX research technique in which researchers ask the user questions about a topic. They allow your team to quickly and easily collect user data and learn more about your users. In general, organizations conduct user interviews to gather background data, to understand how people use technology, to take a snapshot of how users interact with a product, to understand user objectives and motivations, and to find users’ pain points. Use this template to record notes during an interview to ensure you’re gathering the data you need to create personas.
Flyer Maker Template
Works best for:
Design, Marketing
Whether it’s a client party or a nonprofit fundraiser, your event needs one key thing to be a smashing success: people to show up. That’s why promoting it is such an important part of the planning—and creating and sending a flyer is the first step. These single-page files will grab your guests’ attention and give them the key details, such as the time, date, and location (and if it’s a fundraiser, who/what the funds will benefit). This template will let you lay out text and customize a flyer design.
Good, Bad, Ideas, Action, Kudos Retrospective
Works best for:
Retrospectives, Meetings, Agile Methodology
The Good, Bad, Ideas, Action, Kudos Retrospective template offers a structured approach to retrospectives by categorizing feedback into five key areas: good, bad, ideas, action items, and kudos (appreciations). It provides elements for team members to share their thoughts, suggestions, and acknowledgments. This template enables teams to reflect on past performance, generate actionable insights, and celebrate achievements. By promoting inclusivity and constructive feedback, the Good, Bad, Ideas, Action, Kudos Retrospective empowers teams to foster collaboration, drive continuous improvement, and strengthen team dynamics effectively.