ANALYTICAL ATTRIBUTES TECHNIQUE (AAT)

-ADDRESSES CONCEPT GENERATION

-CREATES VIEWS OF A PRODUCT DIFFERENT FROMTHE USUAL ONES

-BASED ON PRODUCT ATTRIBUTES

-THREE TYPES OF ATTRIBUTES

FEATURE

FUNCTION

BENEFIT

-A FEATURE PERMITS A FUNCTION PROVIDING ABENEFIT

-AAT ALLOWS US TO CREATE NEW PRODUCT/SERVICECONCEPTS BY ADDING AND/OR CHANGING ATTRIBUTES

ONE TYPE OF AAT IS A PERCEPTUAL GAP ANALYSIS

-IT PRODUCERS A MAP SHOWING HOW PRODUCTS AREPOSITIONED

-YOU THEN LOOK FOR GAPS

BE CAREFUL, THERE MIGHT BE A REASON FOR A GAP,

NOT GOOD?

THREE TYPES OF MAPS:

1.DETERMINANTMAP

2.ATTRIBUTE RATING MAP

3.OS PERCEPTUAL MAP