“Birds of a feather flock together.” Human beings do the same thing. By understanding the “psychographics” of category consumers, in addition to their demographics, we can help you zero in on the consumers who can have the greatest impact on your business.
Factor Analysis is a data reduction technique. If you have a huge sample, but are trying to understand just a few variables within that sample, Factor Analysis can help “compress” the data and make it more manageable.
A Perceptual map is a visual technique that attempts to display the perceptions of consumers on different brands, relative to their competition. This helps a client’s brand understand where they are in the competitive landscape, relative to their competitors.