Correspondence Analysis

Brand image studies

December 18, 2017

In brand image studies, like most research, it’s GIGO (Garbage In – Garbage Out). For example, very general adjectives such as Cheerful, Fun, and Unique will seldom differentiate brands meaningfully. Instead, the attributes should be relevant to consumers, specific to the category and reflect the actual positionings of the brands and, in most cases, include functional and other objective characteristics. How the image data are collected is also important. Pick-any association matrices are usually the least differentiating. Lastly, how the data are analyzed is also important. [READ MORE]