External preference mapping is widely used in marketing and R&D divisions to understand the consumer behaviour. The most common preference map is obtained through a two-step procedure that combines principal component analysis and least squares regression. The standard approach exploits classical regression and therefore focuses on the conditional mean. This paper proposes the use of quantile regression to enrich the preference map looking at the whole distribution of the consumer preference. The enriched maps highlight possible different consumer behaviour with respect to the less or most preferred products. This is pursued by exploring the variability of liking along the principal components as well as focusing on the direction of preference. The use of different aesthetics (colours, shapes, size, arrows) equips standard preference map with additional information and does not force the user to change the standard tool she/he is used to. The proposed methodology is shown in action on a case study pertaining yogurt preferences.

外部偏好映射广泛用于营销和研发部门，以了解消费者行为。最常见的偏好图是通过结合主成分分析和最小二乘回归的两步程序获得的。标准方法利用经典回归，因此专注于条件均值。本文提出使用分位数回归来丰富偏好图，查看消费者偏好的整体分布。丰富的地图突出了消费者对不太喜欢或最喜欢的产品可能存在的不同行为。这是通过探索沿主要成分的喜好的可变性以及关注偏好的方向来追求的。使用不同的美学（颜色、形状、大小、箭头）为标准偏好图配备了附加信息，并且不会强迫用户更改她/他习惯的标准工具。所提出的方法在与酸奶偏好有关的案例研究中得到体现。