How to read this chart:
The attributes in the top left are those which differentiate Product Y; attributes in the top right are associated to both brands; in the bottom left are those which neither are associated with; differentiators for Product X are in the bottom right. The relative size of the bubble indicates how important that attribute is to physicians when making product choices.

So the ideal scenario for Brand X would be to have the bigger bubbles in the bottom right of the grid.

• In this example Brand X owns attributes E and G, whilst attributes B, I and J are more strongly aligned to Brand Y. Attributes H and K are still up for grabs as these are not strongly associated to either brand.

How to read this chart:
The further to the right the attribute is the higher the stated performance is felt to be, the further up it is the higher its performance index. The relative size of the bubble indicates how important that attribute is to physicians when making product choices. Those attributes rated below 100 are more impacted by the brand halo effect.

So the ideal scenario for Brand X would be to have the bigger bubbles in the top right of the grid.

• In this example Brand X is rated as performing well on attributes D, however this attribute is affected by brand halo and owes its high mean score to a strong overall brand impression, rather than delivering against it. Attributes A and B have strong brand specific associations.

How to read this chart:
The further to the right the attribute is the more important it is to physicians, the further up it is the better it performs.

So the ideal scenario would be to perform well on all attributes in the top right of the grid.

• In this example the brand is performing well on many of the important elements, but Attribute C has slipped below average levels of performance