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Grid Definition

A graphic provided to focus group participants in conceptual mapping and attitudinal scaling exercises.

In marketing research, a grid is used to analyze, evaluate and compare attributes or features of products or services. A key portion of this technique is for researchers to construct a graphic in which focus group participants take part in conceptual mapping and attitudinal scaling exercises. A matrix is created, in which one axis represents the attributes being compared, and the other axis represents the products or services. Respondents then rate each combination, thus providing insights into preferences and importance. Grid analysis offers a structured way to quantify qualitative data, making it easier to prioritize features or attributes based on customer feedback. This method points out the appealing aspects of products and services, which could improve customer satisfaction.

Who relies on a grid?

Product managers, marketers and researchers turn to grid analysis to learn and understand customer preferences and make decisions about product development, positioning and marketing strategies.

Why should I care about a grid?

Grid analysis provides insights for marketing professionals to learn how customers perceive features of products or services. Those results can help marketing professionals and businesses to create offerings to meet customer preferences more effectively,  as well as to develop marketing campaigns that pique consumer interest.