Correspondence mapping and cluster analysis
Correspondence is a mapping package which graphically represents relationships between variables in a given market. In the case of TGI such variables will usually be brands and/or attitudes. Correspondence analysis produces a multi-dimensional representation of a cross-tab, highlighting relationships of significance.
Please click here for an example of correspondence mapping
Cluster analysis is a statistical tool which divides TGI respondents into mutually exclusive groups – usually based on attitude – for the purpose of efficient targeting.
Together, Correspondence and Cluster allow markets to be segmented in terms of consumer attitude and motivation, thus providing a depth of insight unachievable through analysis of demographic correlations alone.
If you have any questions, or you require more information, please contact us:TGI Team
+44 (0)20 8433 4000