Preference Maps

Our analysts can give you visual answer to your questions by taking complicated data and creating preference maps.

The three most requested preference maps are Need Gap, Correspondence and Discriminant.

Need Gap Maps

Need Gap Maps, also called Quadrant Maps, give you a visual representation of what benefits are important to consumers and whether those benefits have been satisfied or met by your concept, product, or service.

Correspondence Maps

Correspondence Maps visually represent any data that can be captured in a grid table format (such as a brand by attributes checklist). The technique is also known as bi-plot, dual scaling, and optimal scaling.

The map is based on the association or correspondence between objects and a set of attributes. Often, it will mirror the results of the normalized analysis.

Discriminant Maps

Discriminant Maps give you a visual representation of how groups/segments differ on key dimensions (such as, “How do the four segments differ on importance of color and the importance of moisturizing?”)

This kind of map requires two of more groups and predictors or independent variables (such as attributes) measured on an interval scale.