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Correspondence Analysis Widget (BX)

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About the Correspondence Analysis Widget

Correspondence Analysis (also known as perceptual mapping) is a great tool to identify relationships between brands and different attributes they have, and to see the relative perceptions of these brands and how they compare with competitors.

Qtip: The competitors you are compared with are other brands you listed during the survey setup phase.

Data Requirements

Only Multiple Choice questions in a Multiple Answer format can be loaded into a Correspondence Analysis widget, and they should have the same options.

Example: In the default question, “Based on your experience or what you have heard, which apparel brand would you say offers a good value for the money? Select all that apply,” a good value for the money is the attribute (or trait) you are investigating, and the answers to the question are various brands.

By default, you will have at least three of these attribute questions built into your Brand Tracker survey, which is the minimum number you need to load data in the correspondence analysis widget. These fields should be mapped as Multi-Answer Text Sets.

Qtip: Don’t worry – if you’re using the pre-made Brand Tracker dashboard, we have already mapped this content for you.

These questions need about 50 to 100 responses before they will display data in the widget.

Adding Fields to the Widget

Click Add Row. Remember that these must be multi-answer fields that allow you to select from the same brands.

Widget looks like a plot covered in orange and purple dots. On the right in the widget editing pane, you'll see an Add Row button

Switching Rows and Columns

Switch whether the brands and attributes are the rows or columns. This will flip the X and Y axis of the widget. Selecting one option column automatically selects the opposite row, so you can’t set both brands and attributes as the row, or set both as the column.

Rows and columns options - both have brands and attributes as options. Options are represented by radio buttons, so you know you can only choose one or the either

Doing this will not change which color represents brands and which represents traits.

Hiding and Renaming Brands and Traits

Use the Axis Values section to rename brands and traits, and to hide any you don’t want to see. The size of the widget’s X and Y axis will adjust according to the fields you display.

List of axis values in the widget editing pane - they correspond to the labels on the dots on the widget

Qtip: Remember, you can also rename fields and their values in the dashboard data.

Switching Brand and Attribute Colors

The color palette controls the colors brands and traits are represented by in the widget. You can pick from a list of palettes, or make your own custom one. You can also select reverse colors to reverse the order of the palette.

Color palette in the widget editing pane

Additional Options

  • Columns: Hide brands from the widget. You can also hide and display brands using the Axis Values option described earlier.
  • Legend Values: Change how your legend is labeled.
  • Legend Position: Change the position of the legend on the widget.
  • Show X Axis: Show the line and the labels along the X Axis.
  • Show Y Axis: Show the line and the labels along the Y Axis.

Interpretation

This widget takes the form of a scatter plot, with brands and attributes plotted as dots along the graph. You can analyze relationships between different brands based their proximity to one another – the closer, the more similarly they are perceived by respondents. We can also analyze relationships between brands and attributes by hovering over dots to see a ranking of most to least associated data points.

Scatter plot. Brands are blue dots, attributes are green. Far to the left, XM and Tread labels show up next to each other, with only one dot to represent them

In the screenshot above, we can see that imaginary clothing brands Tread and XM are perceived as very similar to each other, so much so that the dots almost eclipse each other.

On the right of the plot, hover over barnaby's threads dot and see a black menu that lists the attributes associated with this brand from most to least

When we hover over the brand Barnaby’s Threads, we see that of the attributes we investigated, the strongest relationship is with “is a brand I am fanatic about.” The closer to 1, the stronger this relationship is.

When values are negative, this indicates a negative association between that brand and that attribute. In the case of the screenshot above, Barnaby’s Threads is definitely not perceived as authentic or as a good value for the money.

For a deeper explanation of correspondence analysis, see the linked page.