Correspondence Analysis

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Telmar’s Correspondence program offers a pictorial representation of TNT Crosstab data, showing items plotted according to correlation. Correspondence analysis is a method of identifying the factors that differentiate between people in a market. The program is used to understand a market, understand users of a brand, or to identify potential market gaps.

Telmar Correspondence:

• Charts for presentation of markets (with demographics, or the media plan overlaid)
• Provides a full set of statistics to aid quick interpretation of a market
• Sorting mechanism for choosing lifestyle statements, prior to running cluster analysis
• Offers a “Tidy” button to delete any unwanted data in one easy action
• Ability to move data on a chart, with or without a line, indicating where it came from
• Exports and save charts in metafile format (for use in PowerPoint)

The following analysis of the Department Store market gives an example of what correspondence mapping can do: