Final answer:
A perceptual map is used in the market research process to identify competing brands in the global market, mapping customer perceptions to analyze the market structure.
Step-by-step explanation:
In a traditional market research process, a perceptual map may be created to identify brands that are in direct competition with each other within the global market.
Perceptual mapping is a visualization technique used by marketers to see how customers perceive products or services relative to competitors, allowing for an analysis of market structure and brand placement. This graphical representation helps in understanding not only competition but also potential gaps in the market or areas for repositioning.