Forum: A brand’s eye view of correspondence analysis

Correspondence analysis is widely used to create brand maps, which show the positioning of brands with respect to perceptual attributes.

Brand maps are used by marketers when evaluating and formulating brand positioning strategies. While we are not aware of any surveys of the frequency with which different analytic techniques are used to create brand maps, our experience working with many market research companies is that correspondence analysis is, by a large amount, the main technique in use today. It is the only technique that appears in all the widely used software packages.

When correspondence analysis is used to create a brand map, an implicit assumption is that the viewer of the map is equally interested in all the brands in...

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