Preference Mapping in Practice

Learn about preference mapping techniques to explore and understand consumer preferences. Applications dealing with segmentation and the identification of niche markets are discussed. Focus on pitfalls and good practices.

  • Introduction to Consumer Preferences
  • Traditional Methods : Advantage & Limitations
  • Overview of Preference Mapping
  • MDPREF or Internal Preference Mapping
  • PREFMAP or External Preference Mapping
  • Advanced Topics
  • Summary
This session is intended for all the people collecting preference data and wishing to determine consumer and product segments to identify niche market. Knowledge of basic principles of descriptive analysis is recommended.
Upon completion of this module, participants will be able :
  • To understand product/concept preference/liking of consumers and the characteristics driving preference/liking
  • To optimise product acceptance by focusing on preferred consumer characteristics
  • To analyse hedonic scores at the consumer level
  • To identify consumer segments with similar preferences
  • To summarise results in a clear and concise manner

Recommended Duration: 1 day(s)

Course Materials:


Case Studies:


This Session Has 2 Reviews

  1. Joni Keith

    Michel’s class was a wonderful introduction to preference mapping. Michel presented this complex subject matter in an interesting manner showing specific applications that we can begin using right away. I would certainly recommend this course to those who may be thinking about attending.

  2. Gloria Gaskin

    Good class. It is a lot of material to cover in 2 days, but it was worth it. Again, using actual data really helps.

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