What is EZMap?
EZMap is a tool for performing perceptual mapping. It uses methodology developed to reveal insights about consumers’ minds that existing techniques do not reveal. It uses data such as attribute or feature ratings across multiple bands, collected across a sample of relevant consumers. It produces attribute and brand maps such as those produced by factor analysis. In addition, it produces information on how salient these brand maps are to each of the consumers that took the survey, recognizing that not all consumers think and feel alike. Classical factor analysis does not have the ability to recognize this consumer heterogeneity. Moreover, some consumer perceptions could be inherently discrete (for example, some American consumers in a sample of survey respondents might systematically provide higher ratings for all American cars than for Non-American cars. This might imply that perceptual mapping techniques should be able to encapsulate such differences by producing a factor or an axis i
