Lessons from focus group and online survey to collect data for creating brand perceptual map

This case study describes and reflects on a project to collect and analyze data to develop a perceptual map that that can help with an Indian ice cream brand’s positioning strategy. The project was designed for pedagogical purposes so students would have an example to guide them in creating a similar map using the attribute rating method. Data collection was done in two phases, a focus group followed by a survey. In this study, we discuss how we navigated key issues and challenges in designing and implementing both phases such as criteria for selecting participants, logistical challenges, selecting the list of attributes and brands to rate, choosing rating scales and examining the questionnaire layout on different devices.