How to Make a Perceptual Map in Excel

By L.P. Klages

A perceptual map is used for making decisions in business management and is a graphic display of how a customer feels about competing products. The customer’s choice (in other words, the market) is represented on a Euclidean (X,Y axis map) where the distance between a pair of coordinates represents how far apart the products are in the consumer's mind. To draw a perceptual map, you must have the market data already listed in an Excel worksheet in two columns. Each column, x and y, has the numeric representation of the score for that axis. For example, if "x" represents Old Fashioned vs. Modern, then a score of 1 might represent Old Fashioned, a score of -1 might represent Modern, and a score of 0 might represent indifference to either.

Excel 2007

Step 1

Highlight your data by left-clicking on the top-left cell, and dragging your mouse to the bottom right.

Step 2

Click the “Insert” ribbon.

Step 3

Click “Other Charts” in the "Charts" section of the "Insert" ribbon.

Step 4

Click “Bubble” to display your perceptual map on your worksheet.

Excel 2003

Step 1

Highlight your data by left-clicking on the top left cell, and dragging your mouse to the bottom right.

Step 2

Click on "Chart" from the "Insert" menu.

Step 3

Click on "Bubble" in the Chart type box.

Step 4

Click the chart sub-type you want to use, then click "Next" twice.

Tips & Warnings

  • You can change the size of the bubbles in your map by adding a third column of data with the size you want, and highlighting that column with the other two in step 2.