How to Make a Perceptual Map in Excel

Written by l.p. klages
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How to Make a Perceptual Map in Excel
(K-King Photography Media Co. Ltd/Lifesize/Getty Images)

A perceptual map is used for making decisions in business management and is a graphic display of how a customer feels about competing products. The customer’s choice (in other words, the market) is represented on a Euclidean (X,Y axis map) where the distance between a pair of coordinates represents how far apart the products are in the consumer's mind. To draw a perceptual map, you must have the market data already listed in an Excel worksheet in two columns. Each column, x and y, has the numeric representation of the score for that axis. For example, if "x" represents Old Fashioned vs. Modern, then a score of 1 might represent Old Fashioned, a score of -1 might represent Modern, and a score of 0 might represent indifference to either.

Skill level:
Moderate

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Instructions

  1. 1

    Highlight your data by left-clicking on the top-left cell, and dragging your mouse to the bottom right.

  2. 2

    Click the “Insert” ribbon.

  3. 3

    Click “Other Charts” in the "Charts" section of the "Insert" ribbon.

  4. 4

    Click “Bubble” to display your perceptual map on your worksheet.

  1. 1

    Highlight your data by left-clicking on the top left cell, and dragging your mouse to the bottom right.

  2. 2

    Click on "Chart" from the "Insert" menu.

  3. 3

    Click on "Bubble" in the Chart type box.

  4. 4

    Click the chart subtype you want to use, then click "Next" twice.

Tips and warnings

  • You can change the size of the bubbles in your map by adding a third column of data with the size you want, and highlighting that column with the other two in step 2.

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