Category mapping

Maximize the market value of your product portfolio by understanding consumer perceptions and associations

A category mapping study helps you understand how consumers view your product, to which category they associate it, what factors influence their purchasing decisions, and which shopping missions and needs the product fulfills. The knowledge and insights generated will empower you in negotiating your category’s shelf space with retailers and in strengthening your marketing campaigns.

Key insights

By understanding how shoppers view your product category and their associations, you will be able to:

Increase your decision power and execution with highly detailed insights design to drive action
Improve and adapt marketing, positioning and branding strategies
Target shoppers based on different occasions, needs and demographic profiles of each sub-category
Identify opportunities and category gaps to stay ahead of the competition
Identify similarities and differences to competitors’ products from a consumer’s point of view

Shopper missions for two SKU

Technical set-up

Consumers associate each product/SKU to brand image statements and to relevant attributes (consumer needs and shopping missions). Using Correspondence Analysis, the results reveal dimensions of associations visualized in Correspondence Maps and through Cluster Analysis new sub-categories are identified.

Data analysis and reporting

Correspondence Analysis is used for visualizing the associations in two-dimensional maps.

Visualize rows and column of a two-way contingency table to reveal relationships and associations between variables
Analyze relationships between products/SKUs/ brands and shopping missions/needs/image statements by their proximity to one another
Proximity of points corresponds to similarity of items – the closer a brand is to an attribute, the stronger the association between them

Need clusters within the category

Category Purchase Tree

Did you already perform a Category Mapping? Then you should take the next step in your category assessment and understand shoppers and their complete path to the final purchase.

Learn more about how a Category Purchase Tree can help you.

Learn more

Learn how the insights from category mapping helped our client

Pursuing category captaincy with retailers

“We came to Opeepl with a clear research idea, but after some in-depth conversations about our business challenges and expert suggestions by the Opeepl team we agreed to run a two-phase project to best meet our needs. Even though it extended the project timeline, the end solution was right for us”