Projective mapping: A tool for sensory analysis and consumer research

Studies have indicated that profiling and (dis)similarity scaling yield different perceptual product maps. Conceptually, these two procedures are different. This paper looks at a third and alternative method of producing a two-dimensional, perceptual map utilizing a projective-type method whereby individual assessors themselves are required to place products on the space according to the similarities and differences they perceive. However, visual comparison of the final results provided by each assessor is difficult and, hence, generalized Procrustes analysis is applied to compare each assessor's map for similarity with the others. In this study it was found that the perceptual map derived from projective mapping was as similar to the map derived from profiling as from dissimilarity scaling. However, consistency over repeated trials was greater for projective mapping than for the other two methods. It is suggested that projective mapping could be a potentially useful technique for linking sensory analysis and consumer research data.