In this article, we will explore the key differences between MDS maps and correspondence analysis maps. While both are analytical and visual techniques for understanding brand positioning and brand distinctiveness, the way that these maps are reviewed, analyzed, and interpreted is very different.

Learn how to interpret an Overall Similarities (OS) Perceptual Map – ideal for marketing students – and get the free OS mapping Excel tool.

They appear more complicated than the basic two dimensional perceptual maps that are typically taught in an introductory marketing class. However, once you know how to interpret a multi-attribute perceptual map you will find that they are more helpful and insight than the basic mapping technique.