Step 1: Define the Scope of Analysis
Choose 10 branded products in the Hybrid/Electric Automobiles industry.
Assign two dimensions about which you want to gather customer data. For example, you may want to discuss the durability and design of Hybrid/Electric Automobiles.
Step 2: Interview Customers
Interview three customers about the following:
Ask them to rank the 10 branded products from 1–9 on each dimension.
Ask them to rank how much they value each dimension from 1–9.
Step 3: Create a Perceptual Map
Create a perceptual map using the Perceptual Map Excel Template formPreview the document to facilitate the process.
Plot the average of the rankings of interviewees’ perceptions of each product.
Using the responses to each customer value response, plot the location of the customers’ “sweet spot(s)” on the map.
Step 4: Create a Value Proposition Canvas
Using the information gleaned from the perceptual map and customer interviews, create a value proposition canvas for one of the product brands above. Use the Value Proposition Canvas templatePreview the document to generate an image similar to the ones depicted earlier in this lesson.
Step 5: Interpreting the Tools
Create a well-written seven-paragraph essay indicating potential opportunities that exist within this market.
Be sure to state which brands appear to have the best and worst positioning based on customer perception and preference.
Write a value proposition for the brand you chose in Step 4.
Organize your essay with meaningful introductory and concluding paragraphs.
Be sure to insert your map and canvas into the written document.
