Perceptual Map Template
Visually represent customers’ perceptions of your company, brand, product, or service.
Trusted by 65M+ users and leading companies
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.
Agenda Template
Works best for:
Project Management, Meetings, Workshops
Even when you’ve hosted meetings for years, hosting them online is different. Keeping them structured, purposeful, and on-task is key. That all starts with having a detailed agenda, and this template makes it so easy for you to create one.
Buyer Persona Template
Works best for:
Marketing, Desk Research, User Experience
You have an ideal customer: The group (or few groups) of people who will buy and love your product or service. But to reach that ideal customer, your entire team or company has to align on who that is. Buyer personas give you a simple but creative way to get that done. These semi-fictional representations of your current and potential customers can help you shape your product offering, weed out the “bad apples,” and tailor your marketing strategies for serious success.
3 Horizons of Growth Template
Works best for:
Leadership, Strategic Planning, Project Planning
Featured in The Alchemy of Growth, this model gives ambitious companies a way to balance the present and the future—in other words, what’s working in the existing business and what emerging, possibly-profitable growth opportunities lie ahead. Then teams across the organization can make sure that their projects map to and support the organization’s goals. The 3 Horizons of Growth model is also a powerful way to foster a culture of innovation—one that values and depends on experimentation and iteration—and to identify opportunities for new business.
STAR Technique Template
Works best for:
Strategic Planning, Prioritization
Find out how to use the STAR interview method to identify the best candidate for the role. Interviewees can also use the STAR technique to prepare detailed and thorough responses during the interview.
Project Scope Template
Works best for:
Project Management, Decision Making, Project Planning
A project scope helps you plan and confirm your project’s goals, deliverables, features, functions, tasks, costs, and deadlines. A project manager and team should develop a project scope as early as possible, as it will directly influence both the schedule and cost of a project as it progresses. Though project scopes will vary depending on your team and objectives, they generally include goals, requirements, major deliverables, assumptions, and constraints. Aim to include the whole team when you create a project scope to ensure everyone is aligned on responsibilities and deadlines.
Project Proposal Template
Works best for:
Project Management, Documentation, Project Planning
For any type of project, the Project Proposal template can be a crucial step toward clarifying the context, goals, and scope of a project to get stakeholder buy-in. A project proposal outlines what you want to accomplish, your goals, and how you plan to achieve them. Generally, a project proposal gives the reader some context on the project, explains why it is important, and lists the actions that you will take to complete it. Project proposals have myriad uses. Often, businesses use project proposals to get external buy-in from a donor or outside stakeholder. But many companies draw up project proposals for internal buy-in too.