A 2×2 Matrix indicates the relationship that exists between individual pairs of aspects or to what extent they are „drifting apart“. In contrast to the Venn Diagram, the important aspect in the 2×2 Matrix are not the overlaps, but the contents of the quadrants or circles produced.
By juxtaposing pairs of insights from the research, various fields become visible showing different directions. Discussing the resulting patterns (blank fields, polarization, homogeneous distribution, etc) is often more valuable than the resulting framework.
The 2×2 Matrix can be a great help when taking decisions on positioning or directions.