How is a perceptual map used to identify positioning gaps?

• A. Plot competitors on two attributes; identify underserved positions where customer needs are not well met and reposition accordingly.
• B. Create a chart of financial metrics to determine budget.
• C. Identify which customers are the most loyal.
• D. Assess supply chain performance.

Answer: (A)

Perceptual maps show how customers view brands on two important attributes in a category. By plotting where competitors sit on those two dimensions, you can see where brands cluster and, crucially, where there are gaps—areas where customer needs aren’t well met. Those gaps point to underserved positions you could target with a repositioning or a new offering that delivers a different combination of benefits. For example, if no brand strongly signals both premium quality and simplicity, you might aim to occupy that space and craft messaging and features to appeal to customers who want high quality but straightforward use. Keep in mind the map is a simplification, usually focusing on two attributes, so you’d follow up with broader research to confirm demand before acting. The other options don’t describe how a perceptual map identifies market gaps—they relate to finances, loyalty, or supply chains, which are not what perceptual mapping directly analyzes.