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.