Radial Landscape Mapping: A new tool for brand positioning
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Radial landscape mapping is a revolutionary market research tool that enhances traditional brand perceptual mapping by addressing limitations such as clutter and complexity. This innovative approach uses statistical data reduction to visualize brand attributes and consumer perceptions effectively, facilitating easier interpretation by non-technical audiences. Case studies demonstrate its applications in various sectors, revealing insights into brand positioning and consumer engagement across multiple industries.
Radial Landscape Mapping: A new tool for brand positioning
- 1. Radial Landscape Mapping An Innovation in brand perceptual mapping & brand positioning
- 3. The Dilemma • Perceptual or correspondence mapping is a market research visual tool enabling companies to help understand differences in image and perceptions among customers or consumers, across competitive brands. • While the information and insights from this visual tool are significant and deep, traditional means for displaying this information has been problematic – Maps tend to be cluttered and messy. – Difficult to understand by non-technical audience – Suffers from trying to crowd multi-dimensional data onto 2 dimensional space – Lacks clarity and is not intuitive – Usually requires a highly technical person to interpret – Has a high propensity for confusion
- 4. Lack of consistency or clarity from brand maps
- 5. Radial landscape mapping is based on a statistical data reduction technique* designed to measure the extent to which a set of brand personality attributes are associated with a set of known brands. Analysis results are illustrated using a ‘Radial Landscape Map’ where brand personality attributes are positioned out around the perimeter depending on their mutual association/correlation. Individual brands are positioned inside the map. Introducing…Radial Landscape Maps (A revolution in brand mapping) * Adapted statistical correspondence analysis Brand personality attribute Fun Family Values Modern Brand X Brand YCaring Brand ZBoring Basic Consistent Tired Brand W In some cases, the brand attributes start to cluster together representing an underlying theme or latent construct. Brand W: Close to the centre - it is almost equally associated with all the personality attributes, but has a marginally higher association with vibrancy, expert and fun. This brand has little distinctiveness Brand X: Has a significantly higher association with fun and modern Brand Y: has a strong identity of being wholesome, caring and aligned with family values Brand Z: Is regarded as a basic, tired and boring brand. Vibrant Wholesome
- 6. Conventional Cases using ATU survey trackers • How Mexican restaurants are positioned relative to KPI’s Food Quality, Menu, Service & Delivery, Value and Convenience • How consumer perceptions of different detergent brands in the UK differ from each other • Shows how leading beverage brands have changes or evolved in their core brand positions over time • For a B to B firm, shows how different functional departments perceived their own company along key dimensions or drivers of innovation
- 7. Authentic Mexican Food Great Tasting Food High Quality Ingredients Food from scratch Clean/comfortable atmosphere Personable. Friendly employees Treats you like a valued customer Crave Menu Items Variety of menu items Has drive-thru Healthy nutritious items Has large portions Food prepared how you want it Modern up to date Gets order right Simple menu Open late night/24 hours Food timely/fast Convenient nearby location Good value for money Low prices Mexican Fast Food. Total base (all respondents) The Menu Convenience Value Service Delivery Food Quality
- 8. Authentic and trustworthy Exciting and lively Dull and tiresome Eco-friendly and caring Brand Personality within a competitive context - Detergents Over-priced Natural Ethical Caring Disappointing Over-promising Boring Basic Tired Irritatin g Fun Vibrant Efficient Reliable Genuine Helpful Expert Family Engaging Client: Household cleaning good manufacturer
- 9. Alpha (2007) Alpha (2011) Alpha (2012) Beta (2007) Beta(2011) Beta (2012) Gamma (2011) Gamma (2007) Gamma (2012) Is affordable Is genuine and authentic Worth what is costs Goes well with food Sophisticated drink Always doing new things Would like to be seen drinking For football fans Youthful brand Is very refreshing Cool & edgy Associate with music Inspires Optimism Good when having with friends Is an uplifting drink Makes moments fun Thirst quenching brand Great tasting Comforting & Relaxing For someone like me Has a premium quality Delta (2007) Delta (2011/12) Value & Affordability Quality Youthful & Cool Social & Fun Personal Base: Daily Drinkers of Alpha only Adapted Statistical Correspondence Analysis Case: Drinks brand (evolution in image through time)
- 10. Senor Mgmt Encourages Innovation My Manager encourages innovation Budgets for Innovation Clear processes for Innovation Sr. Mgment Supports Innovation Sr. Mgment Invests in Innovation Culture of innovation Innovation Metrics Employees allowed to take Risk Innovation Success is Documented Mid Managers can budget innovation Team collaborations on Innovation Promoted for Innovation Ideas Innovation rewards & incentives Employees empowered for Innovation Innovation Assessor Department Perceptual Map Metrics & Tools Rewards Innovation Budgets for Innovation Management Support Easy communicate company Vision Company Innovation Goals clear Org. Hires Innovators Company attracts innovative people Mktg Insights Bus. Strategy R&D Finance Operations Sales Executive Officers Clear criteria to eval. innovations Innovation Culture Open Communication Satisfied with Org Innovation Innovation Satisfaction Supports New Innovation Initiatives Employees empowered with tools to support innovation Hiring Practises Support Innovation Does not penalize new ideas Company innovation goals understood Vision for Innovation
- 11. What data can we use Structured survey questions Unstructured social media data Any two-way table will work to produce a Radial Landscape Map
- 12. Our unique approach to measuring social “engagement” Note: Off the shelf ‘sentiment’ metrics are based on automated word counting and volume of conversation. Our Approach: • Is built upon a validated Linguistics based approach known as ‘Stance Shift Analysis’ • Uncovers the meaning of conversations. • Generates a metric called the Semantic Engagement Index (SEITM) • Closely maps hard sales data.
- 13. Maps using Social Media Data • How competitive beverage retailers are defined in terms of customer perceptions • How luxury-sports cars differ in terms of their customers’ association with attributes of safety, performance, prestige and design • How 4 leading facial cream brands differ and compare in terms of how consumers describe their brand experiences.
- 14. Value and Price Coolness, funky, style, Décor Taste and product quality In-store customer experience Good value Coffee Price Food prices Talking business & school work Social with Friends Store ambiance Richness Latte Amazing taste Like no other Cool brand Funky Stylish brand Artwork/Decor Bubbles represent conversational clusters, whilst size indicates level of engagement. Brand V Brand X Brand Y Brand Y is least differentiated by social conversations. Brand Z Brand Z stands out v. competitors for the taste & rich flavour of its beverages Case: Beverage chain (400K social media conversations) Brand W Brand W is distinctively seen as a great place to meet people & socialize
- 15. Luxury Sports Cars: Brand positioning using socially engaged chatter Classic Speed Gas Mileage Reliable Safety & Reliability To Be Seen Driving Great Acceleration Power Safety Interior Design Styling Curb Appeal Performance Emotional Style & Design Elegant Feeling Durable Audi and Jaguar are differentiated by social conversations around style and design. BMW is uniquely positioned on performance qualities. Acura is least differentiated by social chatter Note: Separate analysis - Adapted Statistical Correspondence Analysis Bubble size represents the buzz/volume of chatter (SEI Conversational Clusters)
- 16. Facial Creams Competitive brand positioning using SEITM on topics #Texture Hair #Body Type #Quantity #Refreshing #Sensory variety #Diversity #Texture Skin #Skin Type #Skin Irritation #Baby Soft #Promotion/Discount #Affordability & Price #Long Lasting #Fragrance • Adapted statistical correspondence analysis • Rolled up Net SEI for last 52 weeks • Bubbles sized by comment volume • Central position implies least differentiation For Neutrogena most of the engaged positive comment is around #baby soft, #texture skin and #texture hair. Engaged conversations around Olay are largely based around body type, texture of hair and skin. Garnier has the highest association with baby soft, but also a direct connection with affordability, quantity and promo activity. Engaged conversation for L’Oreal is centred around long lasting, sensory variety and even skin irritation. Nivea is weakest in terms of engaged chatter across topics, although its’ score for texture hair is relatively higher than other brands. Value Texture Diversity Sensory