Background Note | HBS Case Collection | March 1999 (Revised December 2001)

Analyzing Consumer Perceptions

by Robert J. Dolan


Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.

Keywords: Industry Structures; Marketing Strategy; Consumer Behavior;


Dolan, Robert J. "Analyzing Consumer Perceptions." Harvard Business School Background Note 599-110, March 1999. (Revised December 2001.)