Page 89 · Module 03, Know Your Market · this screen continues that page
All 108 frameworksPerceptual Mapping
You believe you occupy a distinct position in your market but customers keep comparing
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
Run the same perceptual map twice: once based on how you believe customers see the market, and once asking AI to reflect what customer reviews and public sentiment actually say. The gap between your internal map and the external one is your most important strategic insight.
Who should run this prompt
Module role profileWho should read your competitive landscape? Every market looks different depending on where you are standing. A market researcher sees data. A competitor's strategist sees opportunity. A customer sees none of your positioning — only their own problem. Use this page to choose the right lens before drawing any conclusions about the market you operate in.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesyou to competitors you think are very different from you. Your perception of your position and the market's perception don't match.
How the framework works
From the printed pagePerceptual mapping is a visual tool used in marketing strategy to plot how customers perceive brands or products relative to each other on key dimensions. The two axes represent the attributes that most influence customer choice in your market, typically price vs quality, or specialist vs generalist, or traditional vs innovative. Where you land on the map reflects customer perception, not your own. AI can generate a perceptual map description and help you identify where the white spaces and repositioning opportunities are.
The method, in four moves
Do these in orderChoose your two most important customer-decision dimensions as axes.
Plot your brand and key competitors based on how customers perceive them, not how you see them.
Look for white spaces, positions on the map that no competitor occupies.
If your position overlaps heavily with competitors, repositioning may be necessary. See your market the way your customers actually see it Most perceptual maps use price and quality as the two axes because they're easy to measure. The maps that reveal real opportunity use the axes customers actually use to choose, speed vs reliability, personal vs professional, complex vs simple. Ask your best customers: 'When you're choosing between us and an alternative, what two things matter most?' Their answer is your map. IN PRACTICE
Where the framework comes from
Marketing strategy methodology — perceptual mapping widely used 1960s onwards
Pairs well with
As printed with this frameworkModule 03 — Know Your Market
See your competitive landscape clearly before you move.
10 frameworks, printed on pages 70–89.
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