A perceptual map plots the distance between brands in customers' minds along two attributes. It shows perceived differences rather than a product team's feature list.
Find the attributes through interviews or surveys, score each brand on a consistent scale, and plot the points. In the demo, the cluster is a crowded position while the moving coral point explores another one.
An empty quadrant is not automatically an opportunity. Check that customers want the position and that your product can credibly own it.
When to use
Use it before a launch or repositioning to test how customers actually see the alternatives.