Multi-dimensional Scaling (MDS) is a powerful tool for visualising how consumers see your brand versus competitors. At Fluid, we use MDS to help brands like Conflux Engineering, Greater Geelong and Scottsdale Pork gain clear market insights. These insights drive informed and strategic branding decisions.
MDS represents relationships between objects, like brands or product attributes, in a low-dimensional space. Distances between points show perceived differences or similarities. This method helps us plot a brand’s relative position based on consumer-important attributes.
Multi-dimensional Scaling (MDS) is a statistical technique that visualises similarities or differences between brands. It shows these relationships in a simplified visual map. This approach reveals how close or far brands are in consumers’ minds. Brands can then identify their strengths and where they differ from competitors.
We’ve often used MDS to map consumer perceptions of innovation, technical expertise, flavour, personality, and sustainability. These insights help refine a brand’s messaging, highlighting standout attributes and exploiting competitors’ weaknesses.
Adaptable Use Cases
MDS is invaluable for brands in competitive categories where differentiation is tough. For Greater Geelong, we assessed public perceptions compared to other regional Australian cities. MDS revealed how people viewed Geelong’s liveability, culture, and infrastructure. These insights helped position Geelong as vibrant, progressive, and unique, attracting potential residents.
Beyond mapping current perceptions, MDS uncovers opportunities for differentiation. For Scottsdale Pork, an ethical pork producer, MDS analysed consumer views on quality, sustainability, and animal welfare. Insights helped refine Scottsdale Pork’s branding, emphasising ethical farming and sustainability, setting them apart in the competitive FMCG sector.
Tracking Over Time
A major strength of MDS is tracking changes in brand perceptions over time. As markets evolve, so do consumer views. Regularly updating perceptual maps helps brands like Conflux Engineering and Greater Geelong monitor shifts in consumer perception. This ensures branding remains relevant and aligned with changing needs.
At Fluid, we go beyond creating perceptual maps. We turn insights into practical strategies. Whether refining brand visuals, adjusting messages, or planning campaigns, we help brands see through consumers’ eyes. This approach leads to smarter decisions, growth, and long-term success.