Editable template
Need the structure before the research is finished? Download a truly blank perceptual map template: an SVG grid for the visual and a CSV with column headings for the data. Both are free and contain no made-up brands. These are SVG and CSV files, not native Excel, Word or PowerPoint templates.
Workspace
Download the unplotted files first. When ready to customize, name the target audience and choose two attributes buyers use to compare alternatives.
No brands are preloaded. Download the clean chart and header-only data sheet, then choose an audience and two attributes.
Blank template — no brand positions entered. This editor charts your input; it does not survey consumers or verify the ratings.
Scroll the chart horizontally on a phone. Labels are shortened for readability; the CSV keeps complete method notes and dates.
Use the same 0–100 scale for every brand. “Customer ratings” means you supplied ratings; this site does not verify them.
Up to 20 brands. The draft stays in this browser when local storage is available. Do not enter personal respondent details.
Method
Write down whose perceptions the map should represent and name two distinct attributes.
Define each axis’s low and high endpoint, and use one scale for every brand you later add.
Keep survey method or hypothesis rationale with any filled scores; a blank quadrant alone is not a market opportunity.
The blank grid uses generic attribute labels and contains no example brands. Replace its axes with the terms your audience uses.
Make the first draft useful
The template supplies two axes and four empty quadrants. It cannot choose the audience or fill in the ratings. Pick two attributes people use to compare competing offers, and define both ends before scoring.
OpenStax: Product positioningAn internal estimate should stay labeled as a hypothesis. If scores come from a survey, record who was studied, how respondents were recruited, how many answered, and the question wording. A blank template cannot correct sampling or awareness bias.
AAPOR: Survey research best practicesExcel can open the CSV worksheet, but CSV carries plain values, not an embedded Excel chart or workbook styling. Download SVG separately for the visual blank grid.
Microsoft: CSV and workbook feature differencesWhen you later fill the template, keep the attribute wording and response scale comparable. Question wording and order can influence answers; the chart cannot detect those differences for you.
Pew Research Center: Writing survey questionsChoose by the question
| Map type | Choose it when… | Method |
|---|---|---|
| Blank template | You need an empty SVG grid and CSV headings before collecting scores. | Download blank files |
| Perceptual map maker | You have brands and ratings to plot, annotate and export. | Open the map maker |
Common question
Yes. Open the CSV in Excel to edit the data columns. The visual grid is a separate SVG; this page does not provide a native XLSX workbook or build an Excel chart.
Keep exploring
Create a strategic group map in your browser. Define an industry and two strategic dimensions, add firms and evidence notes, then download an SVG draft.
Compare products on two meaningful dimensions and identify positions worth validating.
Build a two-axis brand perception map in your browser. Add brands, label survey or hypothesis scores, and download an SVG and CSV draft.