Correspondence Analysis

Correspondence analysis allows simultaneous and common interpretation and perception of the company and various attributes of its products or services. This approach reduces complex data set to simple graphical representation (map) which is easily used for analysis and interpretation.

Brands (products or services) are mostly tied to attributes to which they are located closest on the map. If the products or services are close to each other on the map, it means that they have a similar image or a profile on the market.

The center of the map represents an average of all attributes and is the point around which brands are positioned. The more brands expand in the similar direction from the center as well as certain attributes, the more of these brands are connected with those attributes. This also means that brands and attributes close to the center of the map don’t differ.