Visualisation based on a project for GfK UK by the in-house Client Creative Solutions team to show the kind of relationship that customers have stated to have with a list of brands.
Each peak is a different brand, positioned on the map more or less close to each spike according to how many respondents described as each relationship. Clustering they create mountains, islands, seas and lagoons. This visualisation was useful to clearly see what brands people are more likely to associate to the same relationship. Besides we can see that people usually switch from a "complete stranger" kind of relationship to a something much more intimate, such as "close friends and family", but not many people and even less hate or worship a brand.
All data are confidential.
© GfK UK 2015
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