preference mapping
[prɛfərəns mæpɪŋ]
nounpl: preference mappings
mapeamento de preferências
1. A market research technique that visually represents consumer preferences and attitudes toward products or brands using multidimensional scaling or other statistical methods
The company conducted preference mapping to understand how consumers perceive their product compared to competitors.
A empresa realizou mapeamento de preferências para entender como os consumidores percebem seu produto em comparação aos concorrentes.
2. A statistical analysis method that plots consumer preferences in a two-dimensional or multi-dimensional space to identify clusters and positioning strategies
Preference mapping revealed that young consumers clustered around brands emphasizing sustainability.
O mapeamento de preferências revelou que consumidores jovens se agrupavam em torno de marcas que enfatizavam sustentabilidade.
Preference mapping is a standard technique in marketing and market research across both Brazilian and American business contexts. In Brazil, it has become increasingly important for companies operating in competitive markets like consumer goods, beverages, and technology. The technique is often part of larger market research initiatives and is commonly discussed in MBA programs and business strategy meetings in both countries.
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