What do your customers care about most? Using key driver analysis to find out.
After basic significance tests, T-tests, Z-tests and so on, key drivers analysis (KDA) is probably the second most popular statistically-based technique in market research. Given an outcome of interest a KDA gives us a measure of the relative importance of a set of attributes (potential drivers).Typical outcomes of interest in research are: Satisfaction – customer, employee etc. Purchase intent – how …
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