Identify Redundant Concepts in New Product Testing

Where multiple variables have very high positive or negative correlations on a component in the Rotated Component Matrix the implication is that they are redundant and some of them can be removed. The basic process is:

1. Identify sets of concepts with high correlations to a particular component.
2. Rank order the concepts according to their overall suitability (e.g., taking into account average appeal, fit with the brand and other relevant criteria).
3. Retain the concepts that have the highest rank order on a particular component.

It can be helpful to check that changing the number of components does not greatly alter conclusions.