RESULT OBTAINED
Canonical method
PREFMAP: linking a map of offers to observed preferences
What must be established
A useful analysis keeps its controls visible.
- 01
Build or import a map whose axes, objects and distances are documented.
- 02
State the type of preference model, the sample and the transformations applied to the ratings.
- 03
Check the fit, the stability and the gaps between segments before turning a direction into a decision.
Decision reference
Make the next choice more explicit.
DECISION SUPPORTED
Which movements in a perception space are associated with the stated preferences, and for which respondents?
DELIVERABLE TO KEEP
A documented preference map, with objects, respondents or segments, vectors or ideal points, goodness of fit and limits of interpretation.
NEXT ELEMENT TO EXAMINE
Positioning mapExplore →Set the comparison space
The coordinates of the offers must come from attributes, similarities or another explicitly built map. Changing the objects or the axes can change the reading of the preferences.
- Objects
- Coordinates
- Axes
- Quality of representation
Choose the form of preference
Depending on the question, a preference can be represented by a direction, an ideal point or a surface. The model must be chosen before commenting on the map and not after seeing an appealing shape.
- Vector
- Ideal point
- Segment
- Transformation
Test before positioning
Individual and aggregate fit, stability by sub-sample and poorly represented objects are examined before any recommendation. The map then formulates a positioning hypothesis to be tested.
- Fit
- Stability
- Heterogeneity
- Next test
- SAS/STAT, The PRINQUAL Procedure (opens in a new tab)Official documentation of preference analyses and the associated transformations.
- Carroll, Individual Differences and Multidimensional Scaling, 1972 (opens in a new tab)Historical reference on individual-differences models and preference mapping.
MOVE FROM ANALYSIS TO YOUR DECISION
Test the preference, credibility and defence of the positioning
MOVE FROM ANALYSIS TO YOUR DECISION
Test the preference, credibility and defence of the positioning
RETURN TO THE DECISION SYSTEM
See the canonical definition of marketing strategy→