Product Mapping
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Composite Product Mapping (CPM)

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Composite Product Mapping is a method for analyzing data about respondent perception and preferences to produce a "product map". A product map is a graphic representation of the ways people perceive products, in terms of underlying attributes, as well as an aid in understanding their preferences.

We use the term "products" , but this can refer to any collection of objects, concepts, or other ideas that can be described in terms of characteristics or attributes

Our software uses data about people's perceptions (ratings of products on attributes) and their preferences (choices among products).

CPM produces a "map" of the "product space". It shows how the products are perceived by respondents. Each product occupies a specific point in the space. Products that are similar are close together, while those that are very different are far apart. There can be as many dimensions as there are fundamental ways in which the products are seen to differ, but frequently a simple two-dimensional space will account for most of the information. The graphic display makes it possible to visualize brand image information for rapid intuitive understanding. Such product maps are useful for understanding product images, customer desires, and the ways products might be modified to become more successful. Maps have proven to be valuable tools in the development of marketing strategy, as well as in communicating strategic ideas.

CPM System is producing maps that use both perceptual and preference data. The composite models are two, a "VECTOR MODEL" that assumes each individual has an ideal direction in the product space, and an "IDEAL POINT MODEL" that assumes each individual has an ideal point in the space. CPM uses perceptual data consisting of ratings of products on attributes. The preference data may be either paired-comparison preference proportions or conjoint part- worths for products rated. CPM makes three kinds of maps:
Discriminant maps
Composite vector maps
Composite ideal point maps.

With CPM 's mapping methods it is possible to estimate the demand for a new product  throughout the product space, by doing an analysis for each respondent and aggregating the results. The computation that is done uses the "First choice" simulation model. A density of Demand Analysis is also produced.

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