What is MAPPing?
- Content Type:
- Glossary
MAPPing Definition
Mathematical Analysis of Perception and Preference. See perceptual MAPPing.
MAPPing, or marketing and advertising positioning profiling, is a method used in market research to understand, analyze and visualize the positioning of brands, products or services within a specific market. It involves collecting data to map out perceptions, preferences and buying behavior, helping researchers see where a brand stands in relation to competitors.
Who relies on MAPPing in market research?
Market research analysts, brand managers, advertising agencies and product development teams often rely on MAPPing. It is especially useful for those involved in strategic decision-making, competitive analysis and brand management. C-suite executives and marketing directors may also use MAPPing insights to guide long-term strategies.
What are key aspects of MAPPing in market research?
Key aspects include:
- Competitor analysis.
- Consumer perception mapping.
- Preference segmentation.
- Identifying market gaps.
Data visualization through perceptual maps or positioning grids is another crucial element, providing a clear view of brand positioning. Metrics such as brand awareness, customer satisfaction and purchase intent are also often analyzed in MAPPing.
Why is MAPPing important in market research?
MAPPing is essential because it helps organizations understand their position in the market relative to competitors. It reveals strengths and weaknesses, identifies opportunities for differentiation and guides strategic adjustments to improve market share. MAPPing also aids in aligning brand messaging with consumer expectations.
How do market researchers use MAPPing?
Market researchers use MAPPing by collecting and analyzing quantitative and qualitative data to create visual maps or grids that display competitive positioning. They then interpret these visuals to identify patterns and insights, which are used to make strategic decisions, target specific consumer segments or adjust branding efforts to align with market demand.