What do 'holes' in perceptual maps indicate?

The presence of 'holes' in perceptual maps signifies new market opportunities. Perceptual maps are tools used in marketing to visualize how consumers perceive different brands or products within a specific market space based on various attributes. When a perceptual map shows gaps or areas with no competing products, it indicates that there may be unmet consumer needs or preferences in those spaces.

This absence of offerings suggests that businesses have the potential to introduce new products or innovate existing ones to fill these gaps, serving as opportunities for market expansion. Identifying these holes allows companies to strategically position their offerings to attract consumers who may feel underserved by the current market options. Consequently, recognizing and acting on these market opportunities can lead to competitive advantages and increased market share.