Improving the display of correspondence analysis using moon plots

Tim Bock

Standard correspondence analysis plots are readily misinterpreted by research users. This paper presents a new plot, called the moon plot, which is less susceptible to misinterpretation.

Improving the display of correspondence analysis using moon plots

Tim Bock

Numbers International Pty Ltd

Introduction

Correspondence analysis is available in most general-purpose statistical software. It is probably the most widely used multivariate technique for analysing tabular data. It is often used by practitioners conducting brand positioning and segmentation studies, with its output showing a ‘map’ of a market.

Despite its popularity, correspondence analysis plots are easily misinterpreted. This paper presents a new plotting method that reduces some of the potential for misinterpretation. The paper is structured as follows: first is a description of the mechanics of correspondence analysis; second...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands