What has really happened over those ten years? Does the contribution of the techniques outweigh the limitations of unresolved methodological issues? What is the evidence of practical marketing application? And how far does Europe lead or lag behind the USA? Without any pretence at a thorough technical evaluation, this paper attempts to provide at least partial answers to these questions. However, its desirable, first to recapitulate - necessarily briefly - what nonmetric multidimensional scaling is all about and second, to set its marketing application in an historical perspective.