Multidimensional Scaling (MDS) Perceptual Mapping is a powerful tool used to visualise and understand how consumers perceive your brand in comparison to competitors. At Fluid, we utilise MDS to help brands like Conflux Engineering, Greater Geelong, and Scottsdale Pork gain clear insights into their market positioning and to drive informed, strategic branding decisions.
Multidimensional Scaling (MDS) is a statistical technique designed to visualise the similarities or dissimilarities between objects. The goal is to represent relationships between objects (such as stimuli or responses) in a low-dimensional space, where the distances between points reflect their perceived differences or similarities. This approach allows us to plot the relative positioning of a brand based on various attributes that matter to consumers.
In many cases, we’ve used MDS to map consumer perceptions of client brands’ innovation, technical expertise, flavour, personality and sustainability in comparison to competitors. The insights gained from this exercise enabled us to fine-tune brand’s messaging, emphasising their standout attributes while positioning them to take advantage of competitor’s perceived drawbacks.
Adaptable Use Cases
MDS is particularly useful for brands operating in highly competitive categories where differentiation can be challenging. When we worked with Greater Geelong to assess public perceptions of the city’s brand compared to other regional Australian cities, MDS helped us demonstrate how people viewed the city’s liveability, cultural offerings, and infrastructure. These insights allowed us to refine Greater Geelong’s positioning as a fun, vibrant, progressive city with a unique lifestyle offering, strengthening its appeal to potential residents.
In addition to mapping current brand perceptions, MDS can help identify opportunities for differentiation. In the case of Scottsdale Pork, an ethically sourced premium pork producer, MDS helped us analyse how consumers perceived attributes like quality, sustainability, and animal welfare compared to other meat brands. The insights from MDS enabled us to refine Scottsdale Pork’s branding, emphasising their commitment to ethical farming practices and sustainability, further setting them apart in a crowded FMCG or CPG sector.
Tracking Over Time
Another advantage of MDS is its ability to provide continuous tracking of brand perception over time. As consumer preferences and market conditions evolve, so do the perceptions of brands. By periodically updating these perceptual maps, we help brands like Conflux Engineering and Greater Geelong monitor shifts in how they are viewed by their target audiences, ensuring that their branding remains relevant and aligned with changing consumer needs.
At Fluid, we don’t just stop at creating perceptual maps—we turn these insights into actionable strategies. Whether it’s refining your brand’s visual identity, adjusting key messages, or planning new campaigns, Fluid helps you see your brand through the eyes of your consumers, enabling smarter, more targeted decisions that drive growth, differentiation, and long-term success.