Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs by Jenny Darroch

Author:Jenny Darroch
Language: eng
Format: mobi
ISBN: 9781137358189
Publisher: Palgrave Macmillan
Published: 2014-07-05T16:00:00+00:00

Figure 6.2 A Perceptual Map of Hotels for Business Travelers

CRITICISMS OF PERCEPTUAL MAPS

Perceptual maps are useful in that they provide a graphical representation of the product–market space today, at this point in time. But I have a number of concerns with perceptual maps:

Perceptual maps tend to focus on product features, such as long-term stay or being upscale (see Figure 6.2), and not first or second order benefits of, for example, long-term stay, such as: “I don’t need to find somewhere to rent” or “It takes the stress out of moving.” I recommend developing a series of perceptual maps that mix features and first and second order benefits to see what the output looks like.

The research to inform perceptual maps might not be measuring the right attributes because: (a) perceptual maps are developed at a single point in time and customer attitudes can change very quickly; and (b) attributes themselves are generated from consumer research (and consumers only know what they know) or from the input of marketing managers and marketing researchers (who might have preconceived ideas of the market). There is a danger that potentially important attributes will be overlooked. I recommend developing many perceptual maps using attributes with low levels of preference and/or attributes that might become important, again, to see what the output looks like.

Sampling errors can generate incorrect perceptual maps. Are we asking the right people? Is the sample representative of the population? Given the multiple identities consumers have (see Chapter 2), are our instructions adequate when it comes to providing a frame of reference for respondents so that they can accurately complete the survey? I recommend giving very precise instructions, informing participants as to the identity you want them to adopt when completing the survey from which the perceptual maps will be developed.

If the organization identifies gaps in the market, is the organization equipped to exploit these opportunities? Just because a gap is identified, it will not necessarily mean that the organization has the inherent capabilities to act appropriately.

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