Preference Mapping (Prefmap) allows to build maps which are useful in a variety of domains. A preference map is a decision support tool in analyses where a configuration of objects has been obtained from a first analysis (PCA, MCA, MDS), and where a table with complementary data descripbing the objects is available (attributes or preference data). In the market research and consumer analytics domains (sensory data analysis), Prefmap is used to analyze products (the objects) and to answer questions such as:
How is our product positioned compared with the competitors' products?
Which product is the closest to ours?
Which type of consumer prefers my product?
Why are the competitors' products positioned as such?
How can I reposition my product so that it fits better my target group?
What success can I expect from my product?
Which new products should I encourage the R&D department to create?
Preference mapping provides a powerful approach to optimising product acceptability. XLSTAT-MX offers several regression models to project complementary data on the objects maps:
Vector model,
Circular ideal point model,
Elliptical ideal point model,
Quadratic ideal point model.
XLSTAT-MX displays detailed results in addition to the preference map to facilitate the interpreting of results.