Typical penalty analysis (see Appendix M) assesses the association between JAR scale attributes and Overall Liking. It does not account for the relationship between attribute liking and Overall Liking. Opportunity analysis remedies that lack with an additional computation to address the potential effect of changing an attribute on consumers who already like the product. The analysis provides simple summaries of the relationship between overall and attribute liking for that product. This summary scatter plot illustrates the possible risks (defined as a decrease in the proportion of product likers) and opportunities (defined as an increase in the proportion of product likers) associated with changing a product's attribute liking.