Profile analysis

It is one of the methods of analysis used to depict attribute-by-attribute differences in how two or more groups of subjects view a specified object, such as a grocery store or a brand. It can also be used to show how Store A is different from Store B on several dimensions such as cleanliness, honesty, dependability, etc. Profile analysis can be carried out through semantic differential scale data in which arithmetic mean or median is calculated for each set of polar opposites for each object evaluated. It is sometimes also referred to as the ‘snake plot’.