Perceptual maps can help students define the unique selling proposition of a product or find an opportunity for a new product.   A perceptual map is a two dimensional plot of one product attribute against another product attribute.  By locating competitive and substitute products on the perceptual map, students can show how a product is different from other products. In addition areas in a perceptual map that do not have products in them may present opportunities for new products.   A schematic for a perceptual map is shown in figure 1.  A schematic for a perceptual map is shown in figure 1.  Figure 2 shows a perceptual map for cereals.  Atribute 1 is taste and attribute 2 is nutritional content.  Note the lack of products in the upper right quadrant.  Can you identify products that have attempted to fill the empty space?