The Perceptual Mapping Canvas allows you to analyse the offer of your competitors based on the needs of consumers. On the multidimensional canvas you locate the competitors based on how customers perceive the competitors' products or services. For every consumer need, you give a score to the product or service provided. By doing so, you visualize new product or service opportunities. Additionally, it can serve as a handy map of how competing brands try to differentiate themselves, which is why it is often called a Product Position Map as well.

At Stretch Innovation we use the Perceptual Mapping Canvas as we explore innovation opportunities of a company in one of the first stages of our innovation tracks. This tool is perfect to get a better understanding of how our client differs from its competitors and to spot product or service development opportunities early on.

We first zoom in on the two key elements of this tool, next we explain the steps of how to use this tool, then we give a filled out example and on the last page you can find a blank canvas for you to use!