Perceptual Maps provide a spatial presentation, a competitive positioning, based on key attributes of the research. Its value is simplicity of presentation and understanding. As an example, consider the hypothetical study of several companies that provide fee-based parking facilities.
The following takes into consideration the importance attached to a performance attribute. It is valuable to be doing well, but the value enhances greatly when the company performs well in areas deemed important. The result is the Attribute Importance to Performance Gap measured against Performance. The Gap is the difference between the overall mean for the set of important attributes and the company's performance for the same attributes. A positive Gap is favorable as is a high perception of performance placing "optimum" performer(s) in the upper right-hand quadrant. Thus, Republic and Standard are doing well, whereas ACE and Allright need further investigation.