Preference mapping

Preference mapping & segmentation

Understanding and modelling consumer preferences

Marketing teams cannot content themselves with just knowing whether or not consumers like their product. They also have to understand the reasons for this overall opinion, identify the strengths and weaknesses of the product to provide guidance for optimisation.
But consumers are not capable of explaining their evaluations in a precise and reliable manner, and even less of describing with precision what their ideal product would be. They have neither the sensory capacities, nor the vocabulary necessary.
Preference mapping enables us to resolve this problem.



Repères and preference mapping