**Look at the landscape of your data**

With correspondence analysis it is easy to find the** underlying structure of your data**. Consider a table like this one:

Here people were asked what attributes they would associate with which brand. Given the number of brands and attributes it is **very hard to draw conclusions** from this table.

This is where correspondence analysis comes in. It takes the information from the table and **creates a map** like this one:

Now we can get a better understanding of the data with some glances at the map. It is important to understand that **positioning plays an important role** with correspondence analysis. We can rightly assume that **Google has a high association with “Fun”**. But it would be wrong to say that Samsung associates highly with “Worth what you pay for”.

To explain this consider the same map where I drew two arrows:

The **arrows help us understand** how correspondence analysis works. If we draw arrows from the origin (the center) of the map to the two points that interest us, two things are important: the **length of the arrows and the angle the two arrows form**. The** longer the arrows** and **the sharper the angle** they form, the **greater the association** between these two points.

This explains why Google and “Fun” have a higher association (63%) than Samsung and “Worth what you pay for” (43%) although they are closer to each other than Google and “Fun”.

**Get a map of your data to quickly find the insights you are looking for**

Correspondence analyses have a **wide range of use cases**. In general, if you have a table that is to hard to read, a map produced by a correspondence analysis can be produced and be helpful. There are **many ways to visualize a correspondence** analysis. What I showed you here is just the beginning.

If you decide to use correspondence analysis in your project some things – e.g. how you ask questions specifically – are important to consider. I’m **happy to help you** with this, not just with the computation and presentation itself.

I can send you a customized quote for your project at anytime. Please just email me your specifics and we can set up a kickoff call or exchange further details via mail: **bernd@berndschmidl.com**