Interpreting a Perceptual Map

In this activity you need to read and interpret a perceptual map. Shown below is a perceptual map for Sunny Valley Bank (a hypothetical example only). You need to determine what it tells you about the current positioning of the bank and what challenges they may face.





  1. How would you describe the positioning of Sunny Valley Bank?
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Using Cross-Tabs

This activity is designed to highlight the value of using cross-tabs to help analyze market research data.

In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more valuable information is uncovered.

Start by reviewing the hypothetical market See the full activity...