Research Topics:

Product Development Research | Perceptual Mapping | Psychological/Emotion Research

Content Type:

Glossary

Conceptual Mapping Definition

A moderation technique in which participants are asked to place the names of products or services on a grid. How they group the items on the diagram is used to stimulate discussion.

Conceptual mapping is the visual representation and organization of concepts, ideas and relationships within a specific marketing context. In this process, a structured framework, or grid, is created to help researchers understand the connections between marketing elements like consumer behaviors, market trends, product attributes and competitive landscapes. How groups are connected on the diagram is used to stimulate discussion. This technique can identify patterns, gaps and opportunities in the market. Benefits of conceptual mapping include identifying key influencers, dependencies and gaps in marketing strategies; visualizing relationships between elements; and helping create communication paths within teams. The visual representations aid in understanding complex marketing strategies.

Who relies on conceptual mapping?

Conceptual mapping helps marketing strategists, product managers, market researchers and business consultants get a better grasp onto the complexity of market relationships. What’s more, organizations of all sizes rely on the process to better understand market dynamics and strategies.

Why should I care about conceptual mapping?

Conceptual mapping provides a structured approach to deciphering the interwoven relationships and variables that influence consumer behaviors and market trends. Visualizing these connections can uncover hidden insights that often are invisible through traditional data analysis alone.