Identify Redundant Concepts in New Product Testing
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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:
- Identify sets of concepts with high correlations to a particular component.
- Rank order the concepts according to their overall suitability (e.g., taking into account average appeal, fit with the brand and other relevant criteria).
- 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.