Perceptual map maker
Place each brand on two dimensions customers care about, such as price and quality. The map shows clusters, your nearest rival and the largest open space nobody occupies.
How to use it
- Name your two axes (for example “Price” and “Quality”).
- Add each brand with scores from 0 to 10 on both axes, and an optional size such as reviews or revenue.
- Tick “You” on your brand.
- Read the clusters and the dashed “open space” circle, then download the SVG.
Method
Brands are plotted on a 0-10 grid with the midpoint marked. The open space is the grid point farthest from every plotted brand; it is shown only when it is reasonably far from all of them. Bubble area scales with the size value.
Worked example
Three specialty cafés sit at high price and high quality, a kiosk chain at low price and medium quality, a chain outlet in the middle. The open space appears at high quality and medium price: “specialty coffee without the specialty price”.
How to read the result
Clusters are where competition is fiercest. Open space is a hypothesis: check reviews and searches for demand before repositioning there.
Limitations
- Scores should come from evidence, not gut feel.
- Two axes simplify a market; try several pairs.
- Empty space can be empty because nobody wants it.