Semantic scales

This study (presented in detail in Section IV.3.E) describes how consumers perceive the marketed products. Respondents are asked to rate the physical characteristics of each product on a scale from 1 to 7. In the example below, consumers have rated the product MOST at 2.4 on the Power scale because they perceive it as being less powerful than product HOPE, rated at 5.3.

The study also provides the ideal rating for each characteristic and each segment. The results of this study are shown in Figure 24 and Figure 25. By comparing the perceived ratings of your product with the ideal ones for a given segment, you can determine if this product fits the needs of consumers in that segment.