Visualize your choices in product development


Dual axis crossed continua map

Attribute mapping is a qualitative tool that is used to visualize product development options. It’s useful for looking at everything from product concepts to user types.

In attribute mapping, a continuum is a line that runs between two equally beneficial opposing characteristics. It might run from heavy to light, from luxury to economy. Different choices are positioned along the line, enabling you to see groupings and relative positions.

My clients use four major types of continua maps:

  1. Single axis continuum maps
  2. Dual axis crossed continua maps
  3. Parallel continua maps
  4. Radial continua maps

Here’s an example of one type of continua map, the dual-axis map, used to illustrate the caffeine and sugar content of energy drinks.

For more information on how attribute mapping can help you, contact us.