Market Research – Mapping Tools

Market Research – Mapping Tools

Discover powerful mapping techniques to explore and understand the underlying preference structure of consumers. Learn how to create and interpret efficient and insightful graphical data summaries.

  • Introduction to Consumer Preferences
  • Traditional Methods
    • Measuring Preferences
    • Traditional Methods of Analyzing Preference Data
    • Limitations
  • Overview of Preference Mapping
    • Goals & Scope
    • Data Acquisition Considerations
    • MDPREF vs. PREFMAP Philosophies
  • MDPREF or Internal Preference Mapping
    • Methodology
    • Interpretation of Results
    • Extended MDPREF : Incorporating Additional Information
  • PREFMAP or External Preference Mapping
    • Data Preparation
    • Methodology
    • Interpretation of Results
  • Advanced Topics
    • Clustering Methods
  • Limitations, Alternative Methods & Summary
This training session is intended for people collecting preference data wishing to determine consumer and product segments to identify market opportunities. Basic knowledge of regression analysis and principal component analysis is desirable. However, a brief review of these techniques will be given during the course.
Upon completion of this module, participants will be able to:
    • Establish a relationship between product or concept acceptance and their characteristics
    • Optimise product acceptance by focusing on preferred characteristics
    • Analyse hedonic scores at the individual level
    • Identify consumer segments with similar preferences
    • Summarise results in a clear and concise manner

Recommended Duration: 1 day(s)

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