Transform Qualitative Data into Attitudinal Maps with a Click of the Mouse:

Focus group interviews produce volumes of data, which are time consuming to analyze, and difficult to summarize. Multidimensional scaling, a technique used by quantitative researchers, is also an ideal analytical tool for analyzing qualitative data. It entails having interviewees quantify their responses, instead of only verbalizing them. In other words, during a focus group discussion, participants are asked to quantify their comments into a scale from 1 to 10, for example. Once quantified, these responses can be transformed into perceptual or attitudinal maps, which are easy to interpret, and can be used to summarize the findings resulting from a focus group interview.

This workshop will teach you how to quantify focus group participants' responses so they can be transformed into attitudinal or perceptual maps with the click of a mouse.

After a series of focus groups, participants' attitudes towards over-the-counter pain relievers is summarized into the following perceptual map.

Interpreting Perceptual Maps:

The above map shows which brands are perceived as being similar, and compete against each other. For example, Tylenol and Motrin occupy very close positions on the map and thus are viewed as competing brands in the eyes of the consumer. Similarly, Anacin and Excedrin are viewed as similar and compete against each other. On the other hand, Panadol, Bayer and Private label aspirin are not positioned close to any other brand and have less direct competition.

One of the most important pieces of information conveyed by the map is it identifies how every brand is perceived on each attribute. Tylenol, for example, is seen as being very gentle because it's the furthest from the origin (center) on the Gentle line. Anacin is viewed by consumers as being the most effective because it is found furthest along the Effective line. Bayer, on the other hand, is seen as the most ineffective pain reliever because it is furthest away from the end point of the Effective line.

In addition, the length of each attribute line (ex. Gentle) indicates how well that characteristic differentiates between the brands. A long attribute line shows that the brands are viewed very differently on that characteristic. This map shows that, overall, pain relievers are distinguished in two major ways: (1) gentleness and (2) effectiveness. That is, consumers can easily distinguish between the brands on these two attributes. Qualities of long lasting, good for children, reasonably priced and hard to swallow have shorter lines which means that consumers have a more difficult time distinguishing between the brands on these attributes.

The angle between attribute lines also contain important information. A small angle between lines indicates that these attributes are highly related. Long lasting and effective have a small angle between them. This means that consumers perceive that long lasting is an important component of effectiveness. This map can be used to suggest possible marketing strategies for existing brands. Bayer is a national brand that is perceived by consumers to be relatively ineffective. Bayer should attempt a repositioning strategy to improve the image of the brand on this important attribute.

The map also shows that Anacin and Excedrin are perceived as being very similar. Accordingly, there will likely be brand switching between the two products. A possible strategy for Anacin would be to undertake an advertising campaign to try to reposition itself slightly to the right on the map. This would reduce brand switching and would make the brand appeal more to consumers who want long lasting pain relief.

This map also suggests a repositioning strategy for Panadol. Panadol is located very close to the origin (center) of the map. Brands located near the origin have no real distinguishing characteristics - they have no personality or strong selling feature to convince consumers to purchase. In this case, the map shows that Panadol is perceived as being mediocre on both gentleness and effectiveness. It is generally recommended that brands found near the origin adopt a marketing strategy to promote one or more key selling features.

Finally, this map also suggests a reformulation of private label aspirin is needed; one aimed at making it easier to swallow. It also suggests that in-store advertising campaign is needed, which aims to inform customers of how private label compares with national brands, in terms of effectiveness, gentleness, and long lasting pain relief.

Visualizing Qualitative Findings Makes them Easier to Understand.

After conducting a series of focus groups aimed at determining how individuals perceive different automobiles, the findings are graphically displayed, making them easier to present to your client, and easier to understand.

In the preference map below, it is evident that focus group participants view automobiles in terms of whether they are conservative or sporty, and whether they are distinctive or practical.

Easy to Interpret:

Perceptual maps are intuitive. For example, in the above map, cars that are positioned close to each other are viewed as similar. For example consumers see Buick, Chrysler, and Oldsmobile as similar. They are close competitors and form a competitive grouping. A company considering the introduction of a new model will look for an area on the map free from competitors. Some perceptual maps use different size circles to indicate the sales volume or market share of the various competing products.

What Sample Size is Required? 

A sample size of one is sufficient to produce a preference map! Since perceptual maps are not sample size dependent, they are ideal for use with focus groups. Responses based on 8 to 10 people can easily be transformed into a highly intuitive, and bias-free representation of focus group participants' ideas, beliefs, perceptions, and attitudes.

How Are Preference Maps Produced?

Preference Maps can be produced with the click of a mouse. In this workshop you will be taught:

This workshop will be taught using SAS, and Permap. Software will be provided during the workshop.

A Picture is Worth A Thousand Words

The perceptual map below captures a focus group's attitudes, perceptions, and beliefs regarding the level of customer service at local banks. This map summarizes those thoughts in a form which is easy to understand, and allows these attitudes and perceptions to be compared. For example, focus group participants' attitudes towards Bank A can easily be compared to Bank B in relation to speed of service, product knowledge, interest rate given on savings accounts, products offered, convenience of ATM locations, and opening hours.

Set Your Research Firm Apart from the Competition.

Perceptual Maps have been extensively used in quantitatively driven research. However, very rarely are preference maps used in relation to qualitative research, especially those using focus groups as their means of data collection. Incorporating Perceptual Maps into your research will help distinguish your firm from other qualitative research firms.

Behavioural Research Group, First Canadian Place, Suite 350, Toronto, Ontario, M5X 1C1

www.brg.ca

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