Spider Web Graphs are helpful to graphically illustrate how different customer segments value different elements of a product or service offering. In the attached example, one segment of a life sciences supply company (high-end users) values the company’s regulatory and maintenance services very highly, and is less concerned about the ease of use of the products or their price. Contrasting this spider graph with that of another segment will visually highlight important differences in decision criteria.
The attached PPT chart is actually based on an underlying XLS tool, where data points from various respondents can be translated directly into the chart.
I have also seen similar versions of the spider web graph, where the various decision criteria were not defined as the “axes”, but as the “slices of the pie.” I think that’s actually a more correct version of doing it. If you depict the criteria as axes, then the visual representation will depend on the sequence: Having three high-ranking criteria next to each other will result in a visually very large surface, while having three high-ranking criteria mixed in with three low ranking criteria will result in visually much smaller “spikes.” Using the slices of the pie to depict these results actually eliminates this error.
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