These statistical models can help determine which attributes have the greatest impact on customer satisfaction, advertising awareness, or revenue. The client assumed that their superior customer service overcame their high prices. Unfortunately, the model identified that this was only true for a small segment of their customer base. Price was eroding customer satisfaction, but was being compensated by their variety of products and unique product options. Some people would rather see an answer, than read about it.
Perceptual maps help illustrate several concepts simultaneously in one picture.
The most common request is to map how the client compares to several competitors on specific attributes and then contrast the ratings against the relative importance the customers place on each attribute. Zowie thought their customers most associated them with providing high quality and a creative curriculum and this helped Zowie set their pricing strategy. However, the map helped illustrate that three other competitors were almost equally strong in high quality and creative product positions. The map further helped them to look at other strengths that did differentiate them from their competitors. A conjoint analysis helps model the choice process consumers go through when simultaneously placing value on various attributes of the product or service options.