Consensus Mapping

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Consensus Mapping

• Getting to the connections between thoughts

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Todays Class

• What is consensus mapping?
• How do we generate consensus maps?
• How do we use consensus maps?
• Some examples
• Discussion on individual projects

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Discuss

• What is a Consensus Map?
• Individual thoughts never stand alone
• Why gene

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Why are Consensus Maps (CM) important?

• Consumer thoughts shape
• Preferences
• Product choices
• Some thoughts below consumers own awareness
• Managers often dont allow for presence of
  unconscious

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Constructs

• A label or concept that stands for something
• The label represents marketers interpretation of
  thoughts or behaviors
• Allows us to talk about behavior by making it
  less abstract

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An important point to remember about constructs

• We have now recognized that context matters
• Consider customer satisfaction

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Where do thoughts originate?

• Our sense of self
• Fortunately, consumers around the world share
  some universal needs
• Examples?
• Is diversity between cultures a myth?

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Key points about constructs

• An isolated construct has little meaning on its
  own
• The more a construct interacts with other
  constructs, the more multi-faceted it becomes
• Associations among constructs drive consumer
  behavior

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Consensus Maps

• Displays the associations of thoughts and
  feelings a group of customers share
• With interviews cant determine relative
  importance of each need survey data to do that

http//www.olsonzaltman.com/oza/zmetanal.html
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An Example

• Give me any type of product (good or service)
• Lets determine your associations with this good
  or service
• Now, lets see how these things relate to one
  another

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How do we use the consensus map?

• Understand what customers believe now
• Think about what we want the map to look like in
  the future
• Figure how to align their thinking with our
  strategic vision
• Edit constructs (delete, add, introduce)
• Reinforce or de-emphasize constructs

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How do we use the consensus map?

• Reinforce associations
• Establish new associations
• Eliminate associations

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Lets think about a Consensus Map for Kodak

• www.kodak.com

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• http//www.olsonzaltman.com/