Generating Perceptual Maps from Social Media Data

Companies have long struggled to get a handle on how consumers feel about brands and products in real time. Perceptual maps are often used to help visualize a product’s relationship to other products in the competitive arena, but the data referenced to build perceptual maps is often expensive to obtain or incomplete. This case introduces students to a new tool that mines and aggregates social media to support the development of more meaningful perceptual maps.