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The Perceptual Map
In order to produce some data that would be useful in differentiating the market segments, Woolly Woolly McNully & Woolly commissioned a survey of 1000 potential bicycle purchasers. They asked these purchasers:
1.What two factors were most important in determining which bike was most suitable; and
2.How important each factor was.
The two factors identified were:
This research is continuous and from year to year there may be slight variations in the positioning of the segment points, as the needs of the customers change. In general, it is safe to assume that people’s expectations will increase with time.
This can be displayed graphically. (Click here to see the perceptual map)
The segment points are the points on the map to aim for, because these are the points which satisfy as much of the segment as possible. If you were to produce a product that exceeded the style and technical specifications of the segment, and sold it at the same price as one that met exactly the needs of that segment then the "better" product would sell less because it is not what the customer wants. Unnecessary features can be annoying for someone who wants a simple bike, and extra style and design attributes reduce a bike’s performance and functionality for someone who uses the bike for a specific purpose.