Ipsos Encyclopedia - Key Driver Analysis

​A Key Driver Analysis, sometimes known as an Importance - Performance analysis, is a study of the relationships among many factors to identify the most important ones both in terms of importance (Drivers Analysis) and their stated performance.

Definition

​A Key Driver Analysis, sometimes known as an Importance - Performance analysis, is a study of the relationships among many factors to identify the most important ones both in terms of importance (Drivers Analysis) and their stated performance.

Key Drivers Analysis classifies the aspects measured in the survey into four categories:

  • Not important but highly rated on performance
  • Not important and poorly rated on performance
  • Important and highly rated on performance
  • Important and poorly rated on performance

These categories are helpful to focus on and prioritise specific factors for various marketing strategies.

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