Competitive Mapping
We map your brand against 3–8 competitors on the dimensions that drive consumer choice in your category.
Research Solutions
Brand Perception Research in Poland
Measure how consumers actually perceive your brand — and how that perception compares to your competitors’
The Brand You Built vs. The Brand They See
You’ve invested millions in brand building. But what brand did you actually build? The brand you intended and the brand consumers perceive are often very different things. Brand perception research measures the actual image, associations, and emotional equity your brand holds in consumers’ minds — and benchmarks it against competitors. The gap between intended positioning and actual perception is the most strategically valuable data point in marketing.
What We Measure
What we measure. Brand awareness (spontaneous and aided), brand associations (functional attributes: quality, innovation, value; emotional attributes: trust, excitement, warmth), brand personality (how consumers would describe your brand as a person), perceived positioning (where your brand sits relative to competitors on key dimensions), brand equity (the commercial premium consumers ascribe to your brand name), and emotional connection (strength of the consumer-brand relationship).
Perceptual Mapping — Competitive Positioning
Perceptual mapping. We build multi-dimensional perceptual maps showing where your brand and competitors sit on the dimensions that matter most to consumers. These maps reveal competitive white spaces (positioning opportunities no brand currently owns), convergence zones (where you’re undifferentiated), and perception gaps (where your intended position doesn’t match reality).
Quantitative Precision + Qualitative Depth
Quantitative + qualitative. Quantitative surveys (N=300–1,000) provide statistically robust perception scores and perceptual maps. Qualitative methods (focus groups, IDI, projective techniques) explore the *why* behind the perception: what experiences, communications, and associations drive the image. The combination delivers both precision and depth.
From Perception to Strategy
From perception to strategy. Our deliverable is a brand perception audit with: competitive perceptual map, brand equity scorecard, perception-reality gap analysis, and strategic recommendations for brand positioning, communication, and experience design.
Market in Numbers
N=300–1,000
survey sample for robust perception data
Perceptual map
multi-dimensional competitive positioning
Equity + associations
functional and emotional brand measurement
Gap analysis
intended vs. actual perception
Sources: ESOMAR, Millward Brown (Kantar), Fieldstat
Brand Perception Research Components
| Component | Method | What It Reveals | Output |
|---|---|---|---|
Brand awareness |
CAWI/CATI survey |
Spontaneous + aided awareness levels |
Awareness funnel |
Brand associations |
Survey + projective techniques |
Functional + emotional brand image |
Association map |
Perceptual mapping |
Survey + MDS analysis |
Competitive positioning on key dimensions |
Perceptual map |
Brand equity |
Survey + conjoint |
Commercial value of the brand name |
Equity score |
Qualitative depth |
Focus groups / IDI |
Why consumers perceive the brand this way |
Insight narrative |
Sample Research Questions
How do consumers perceive our brand compared to competitors?
What image attributes are strongly associated with our brand?
Did the rebranding change company perception in the target group?
How do employees and candidates perceive our employer brand?
Do our CSR activities influence brand image?
Why Fieldstat?
Gap Analysis
We identify the gap between your intended positioning and actual consumer perception — the most strategically valuable insight.
Quant + Qual
Statistical precision from surveys + emotional depth from qualitative — a complete brand understanding.
Tracking Capability
We design brand perception studies for repeatable tracking, enabling quarter-by-quarter perception monitoring.
Benefits
- Competitive perceptual mapping on consumer-relevant dimensions
- Gap analysis: intended positioning vs. actual perception
- Brand equity measurement and competitive benchmarking
- Emotional and functional association profiling
- Brand personality and personification analysis
- White space identification for positioning opportunities
- Quantitative robustness + qualitative emotional depth
- Repeatable design for ongoing perception tracking
Applications
Brand image and equity measurement
Competitive brand benchmarking
Brand architecture and portfolio strategy
Communication and creative strategy input
Brand equity valuation and tracking
Post-rebranding perception assessment
New market brand perception baseline
Implementation Process
1
Brand Audit Brief
We define the competitive set, key positioning dimensions, and strategic questions.
2
Quantitative Perception Survey
We survey N=300–1,000 target consumers on brand awareness, associations, positioning, and equity.
3
Qualitative Exploration
Focus groups or IDIs explore the emotional drivers behind brand perception using projective techniques.
4
Perceptual Mapping
We build multi-dimensional maps showing your brand’s position relative to competitors.
5
Strategy Report
Brand perception audit with competitive map, equity scorecard, gap analysis, and positioning recommendations.
Frequently Asked Questions
How many competitors should be included?
Typically 3–8. Include your most direct competitors plus 1–2 aspirational or emerging brands.
How much does brand perception research cost?
Quantitative-only studies from PLN 15,000. Full quant + qual brand audits from PLN 30,000. With tracking from PLN 45,000/year.
How often should we measure brand perception?
Annually for strategic tracking. Additionally before and after major campaigns, rebranding, or market events.
What is brand perception research?
It measures how consumers actually see your brand versus how you intend it to be perceived. Key components: brand awareness, associations, equity, perceptual mapping, and gap analysis.
What is a perceptual map?
A perceptual map plots brands on a 2D space based on key dimensions (e.g., premium vs. affordable, innovative vs. traditional). It reveals your competitive positioning at a glance.
How do you measure brand equity?
Through a combination of survey metrics (awareness, preference, loyalty, willingness to pay premium) and, optionally, conjoint analysis to quantify the commercial value of the brand name.
Industry Sources & Standards
External sources and industry organizations related to this research method:
Related Sectors
This solution is most frequently applied in the following industries: