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.
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.