Category mapping

Maximize the market value of your product portfolio by understanding consumer perceptions and associations

A category mapping study helps you understand how consumers view your product, to which category they associate it, what factors influence their purchasing decisions, and which shopping missions and needs the product fulfills. The knowledge and insights generated will empower you in negotiating your category’s shelf space with retailers and in strengthening your marketing campaigns.

Key insights from a category mapping study

By understanding how shoppers view your product category and their associations you will be able to:

  • Increase your decision power and execution with highly detailed insights design to drive action
  • Improve and adapt marketing, positioning and branding strategies
  • Target shoppers based on different occasions, needs and demographic profiles of each sub-category
  • Identify opportunities and category gaps to stay ahead of the competition
  • Identify similarities and differences to competitors’ products from a consumer’s point of view

How it works

From the list of SKUs and of possible associations (such as brand image statements, consumer needs and shopping missions) consumers associate each brand/ product to relevant attributes. Using Correspondence Analysis, the results reveal dimensions of associations visualized in Correspondence Maps, and through Cluster Analysis new sub-categories are identified.

Shopper missions graph example
Shopper missions compared for two SKUs

Analysis and reporting

We use Correspondence Analysis (Principal Component Analysis) for data processing. This provides you with:

  • A solution for summarizing and visualizing data set in two-dimension plots
  • A geometric approach for visualizing the rows and columns of a two-way contingency table to reveal relationships and associations between variables
  • An analysis of the relationship between products/SKUs/brands and shopping missions/needs/image statements by their proximity to one another
  • An overview of how the proximity of points corresponds to similarity of the items - the closer a brand is to an attribute, the stronger the association between them.

Need and brand clusters within a category
No items found.

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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more