Charts can be emailed to anyone with Excel - you do not need Brand Map to view the maps. Brand Map is one of the main solutions in use in Millward Brown's offices worldwide. Alison Fisher, a Senior Statistical Consultant at Millward Brown UK, has experience of many different mapping programs. No manual yet 'Simple things should be simple to do, but complex needs must not be compromised' correspondence analysis here - we always have image grids on our questionnaire. You can't just look at a table of data as it is very difficult to see what is going on behind the numbers.
Correspondence analysis gets to the heart of what is happening.
Some of the other packages are hard to interpret. Brand Map is very simple, straightforward, smart and clients love it. Data processing professionals can benefit from another Excel innovation from MRDC in London, called OnTraq. This is a very welcome utility for managing continuous research projects. To cope with wave upon wave of similar but different questionnaires, where questions, answers and the data positions can vary in arbitrary and subtle ways, DP staff have to manage the change for themselves.