A product map is a graphic representation of the ways people perceive products in terms of underlying attributes, as well as an aid in understanding their preferences. Composite maps often look a good deal like discriminant-based maps, but they are more successful in representing differences in preference.
Composite maps offer insurance against poor selection of attributes.
If there are attributes that are useful for discriminating among brands in terms of perceptions but that have no explanatory power with respect to preferences, CPM's composite maps will largely ignore those attributes. If you use the Ci3 template that comes with CPM, CPM can directly read the necessary data and labels from the Ci3 data file.