Fix the comparison space
Offer coordinates must come from attributes, similarities or another explicitly constructed map. Changing objects or axes can change the reading of preferences.
- Objects
- Coordinates
- Axes
- Representation quality
06 · PREFMAP preference map
PREFMAP: relate an offer map to observed preferences
WHAT TO CHECK
A documented preference map with objects, respondents or segments, vectors or ideal points, fit and interpretation limits.
- 01Document axes, objects and distances of the initial map.
- 02Declare the preference model, sample and transformations.
- 03Check fit, stability and segment differences before deciding.
Choose the preference form in advance
A preference may be represented by a vector, ideal point or surface. Select the model from the question, not after seeing an attractive pattern.
- Vector
- Ideal point
- Segment
- Transformation
Test before positioning
Examine individual and aggregate fit, sub-sample stability and poorly represented objects before any recommendation. The map then formulates a hypothesis to test rather than a market forecast.
- Fit
- Stability
- Heterogeneity
- Next test
VALIDATION DOSSIER
State the decision contract
Use the question “Which movements in a perceptual space are associated with stated preferences, and for whom?” as a contract: name the owner, deadline, scope and alternatives before collecting more material. PREFMAP adds a preference structure to a map of objects or offers. It separates construction of the space, the preference model, fit quality and positioning decisions. Record what is deliberately outside scope, who can challenge the framing and what consequence follows from postponement. This prevents an attractive framework, actor list or market story from silently replacing the decision that the analysis is meant to support.
- Owner and deadline
- Comparable alternatives
- Explicit boundary
- Cost of delay
VALIDATION DOSSIER
Build an inspectable evidence register
For every material statement, retain the original source, publication date, observation period, method, unit and relevant population. Distinguish observed facts, calculated estimates, interview judgements and assumptions. Connect the register to the promised output: A documented preference map with objects, respondents or segments, vectors or ideal points, fit and interpretation limits. Missing or contradictory evidence remains visible with a responsible owner and a collection action; it is never converted into certainty merely to complete the page.
- Primary source
- Method and unit
- Confidence
- Evidence gap
VALIDATION DOSSIER
Apply one operating convention
Define the rules before applying the analysis: inclusion criteria, identifiers, comparison set, calculation or coding convention, treatment of missing values and version date. Reproduce the same convention across every option or actor. Use the page checks as acceptance tests, beginning with “Document axes, objects and distances of the initial map.” A conclusion is usable only when another practitioner can reconstruct how the inputs became the displayed result and identify where judgement entered.
- Stable definitions
- Common comparison
- Versioned inputs
- Reproducible transformation
VALIDATION DOSSIER
Test uncertainty and rival interpretations
Challenge the preferred interpretation with at least one plausible alternative, contradictory observation and sensitivity test. Separate association from prediction and never infer intent, power or causality from a position, score or visual proximity alone. The standing limit remains: A preference direction establishes neither causality, future share nor willingness to pay; results depend on the initial map, scale and model. State which uncertainty is most likely to reverse the conclusion and what additional observation would discriminate between the competing explanations.
- Alternative explanation
- Counterevidence
- Sensitivity
- Decision-changing uncertainty
VALIDATION DOSSIER
Record the action and reopening rule
Turn the analysis into a dated decision record rather than a static page. Preserve the selected option, rejected alternatives, objections, accepted risks and first reversible action. Name the signal, numerical or qualitative threshold, review owner and review date that will confirm, adapt, pause or reopen the decision. Link every later update to its author and reason so that the history remains understandable when evidence or market conditions change.
- Decision trace
- First reversible step
- Review threshold
- Named owner
LIMIT
A preference direction establishes neither causality, future share nor willingness to pay; results depend on the initial map, scale and model.
- SAS/STAT, The PRINQUAL Procedure (opens in a new tab)Official documentation for preference analyses and associated transformations.
- UK Government, The AQuA Book (opens in a new tab)Official framework for interpreting analytical results with explicit limits.