The value snake is a useful way of comparing one product against its competitor, and can be used with the perception map.
For the given product category or service the main features that drive user perceived value are identified – ideally from customer research. Note that the emphasis is on customer perception of value, not on fact or provider perception.
Each of the products is then rated for each feature using a simple numeric score, e.g. 1 – 5. If unsure about how to rate your own products an option is to treat your product as scoring 3 throughout, then score others as better or worse than yours, and then re-normalise the data. Weights may be applied if desired.
The emphasis on perception shows that as well as actual performance vendors also need consider how they are perceived, and also what functions the user uses for evaluation – and how they can effect that decision.
