Perceptual Mapping

Perceptual mapping (sometimes - e.g. in the British Edexcel 2007 GCSE Business Studies pilot specification, as yet unpublished - called market mapping) is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.
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a tool or process used in marketing research for charting the way individuals selected from the target market perceive different companies, products or brands; also called Position Mapping.

a analysis technique plotting a product/brand perceived values against the competition on a visual map e.g. high value - low value on one axis and high quality and low quality on another (see mind mapping). They can be constructed from different types of analysis, e.g. Factor analysis, correspondence analysis and multi-dimensional scaling.