Perceptual maps are powerful tools that provide visual insights into consumer perceptions of different brands or products within a market. In this blog post, we'll explore what a perceptual map of the beer market in the US can reveal, and what it cannot, emphasizing the need for additional tools like preference maps for a more comprehensive understanding.

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What is a Perceptual Map?

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A perceptual map plots products or brands based on various attributes as perceived by consumers. For the beer market, common dimensions might include taste, price, quality, brand image, and other relevant attributes.

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Perceptual Map of the US Beer Market

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Below is a perceptual map featuring 20 popular beer brands in the US. The map plots beers on two dimensions: "Price" (from Budget to Premium) and "Taste" (from Light to Heavy).

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Beers on the Map:

1. Bud Light
2. Coors Light
3. Miller Lite
4. Budweiser
5. Coors
6. Miller
7. Corona
8. Heineken
9. Sam Adams
10. Blue Moon
11. Sierra Nevada
12. Guinness
13. Stella Artois
14. Pabst Blue Ribbon
15. Yuengling
16. Dos Equis
17. Michelob Ultra
18. Newcastle
19. Lagunitas
20. Dogfish Head

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What Can We See in This Map?

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1. Competitive Positioning:

• Price: We see which beers are perceived as budget-friendly (e.g., Pabst Blue Ribbon) versus premium (e.g., Dogfish Head, Stella Artois).
• Taste: We identify beers perceived as light (e.g., Bud Light, Coors Light) versus those perceived as heavy (e.g., Guinness, Dogfish Head).

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2. Market Segmentation:

• The map highlights different segments within the beer market. For example, light and budget-friendly beers appeal to a different segment than heavy and premium beers.

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3. Gaps in the Market:

• Identifying areas on the map with fewer brands can reveal market opportunities. For instance, there might be room for a new premium beer with a light taste if that area is underrepresented.

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4. Brand Clusters:

• We see clusters of brands that are perceived similarly. For example, Bud Light, Coors Light, and Miller Lite cluster together as light, budget-friendly beers.

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What Can We Not See in This Map?

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1. Consumer Preferences:

• While perceptual maps show how brands are perceived, they do not reveal consumer preferences. Just because two brands are close together on the map does not mean consumers like them equally.

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2. Purchase Intent:

• The map does not indicate which brands consumers intend to purchase. Preference data is needed to understand which brands are favored over others.

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3. Market Share:

• The map does not show the market share of each brand. A preference map, which includes data on consumer choices, is necessary to correlate perceptions with actual sales data.

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4. Nuanced Attributes:

• Perceptual maps are typically limited to a few dimensions. They cannot capture all the nuanced attributes that might influence consumer choices, such as brand loyalty, packaging, or advertising effectiveness.

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The Need for a Preference Map

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A preference map adds a layer of consumer preference data to the perceptual map. This combination can show not only how brands are perceived but also how much they are liked and chosen by consumers.

For example:

• If Bud Light and Coors Light are perceived similarly, a preference map might reveal that consumers overwhelmingly prefer Bud Light over Coors Light due to factors like marketing campaigns or brand loyalty.

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Conclusion

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A perceptual map of the US beer market provides valuable insights into competitive positioning, market segmentation, and potential gaps. However, to gain a comprehensive understanding of consumer behavior and market dynamics, it's essential to complement perceptual maps with preference maps. Preference maps incorporate consumer preferences and purchase intentions, providing a more complete picture of the market.

By using both perceptual and preference maps, marketers can craft more effective strategies, identify opportunities, and better meet consumer needs in the dynamic beer market. ​​

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