An analytical tool that combines sensory and preference data to visually represent how consumers perceive products within a market and to identify opportunities for differentiation.
A methodology that positions products within a visual space based on sensory attributes and stated or measured preferences, making it possible to identify gaps and areas of opportunity.
It helps to better understand the competitive landscape, brand positioning, and the areas where a new product can stand out or differentiate itself.
Sectors: Food sector
Research lines: Consumer behaviour and trends
Research sublines: Sensory analysis and consumer preferences