Correspondence Analysis

Also known as: Correspondence Analysis, Perceptual Map, Brand Map, MCA

Multivariate technique graphically representing relationships between categories of nominal variables in a perceptual map.

Correspondence Analysis is a multivariate statistical technique that graphically represents association relationships between categories of nominal variables (such as brands and image attributes) in a low-dimensional space, generating what is known as a perceptual map.

It is the standard technique for building brand positioning maps: a map is presented where brands and image attributes are located in a 2D space, and the proximity between a brand and an attribute indicates the strength of that association.

Main applications in research: brand perception/positioning maps, correspondence between segments and products, and visualization of relationships between consumer profile variables.

Atlantia uses correspondence analysis in its Brand Trackers to build positioning maps that visually show how each brand is perceived relative to the key attributes of the category.