CHAPT. 7 – When products are positioned onto a projective map

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“…the shape of the map is of utmost importance. With the Napping , by positioning products onto a rectangle of dimension 60 cm by 40 cm, subjects are unconsciously prioritizing their two most spontaneous axes of variability between products. Thanks to Multiple Factor Analysis (MFA), it is possible to extract from the data the common dimensions of variability, as well as the specific ones, between the products depicted by the subjects. When applying MFA, it is crucial not to standardize the data, in order to keep the relative importance of the axes. Such analysis can be performed using the MFA function of the FactoMineR package.

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