Subjective clustering takes less time than the Kelly Grid method but is also less exhaustive. A respondent is shown a group of representative brands (or packagings) from a market and is asked ‘to make a division of the brands as one wishes and as one finds most suitable’. Then the motives behind the division are evaluated. This process is repeated until no new dimensions are mentioned. In this way all important dimensions are revealed.This procedure gives an insight in the perception of a market or a group advertising ads.
