Market cartography – ‘Free sorting in qualitative market research’

It is very important that a brand understands their competition, their category and themselves better.
Séissmo introduces a sorting technique capable of detecting trends: The Market Cartography. Free sorting is a valuable method for learning how consumers see the market by choosing their own sorting criteria. While sorting different products, consumers can be active, spontaneous and speak out about what they have in mind. Furthermore, free sorting is an intuitive and interactive process.



Keywords: Free sorting, clustering, intuition, playful, interactive, children, toys, dairy products, market cartography, decoding, mental categories, codes, trends, navigation, launch, innovation, exploration, competitor analysis, sub-segments, portfolio, product and brand mapping

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