Beacon Technology Partners Primary Market Research Firm

Correspondence analysis, or perceptual mapping, is used to transform numerical information into a graphical display of a particular market or topic area. Relationships among multiple variables (e.g. brand attributes and brands) are represented in two-dimensional space. Various perceptual distances or proximity between brands and attributes can be compared to gain insight into how various brands are positioned against one another in the minds of the target audience, how each attribute compares to other attributes, and where the brands sit in perceptual space.