Attribute Influence Insights is a series of quadrant analyses which answer the following questions.
What attributes of my brand are important to consumers?
How does my brand perform on those same attributes?
What are my brand’s weaknesses based on those attributes?
What are my competitor’s strengths and weaknesses?
Which attributes are not important?
Where does my brand stand based on attraction and retention?
How do cultural segments differ in this analysis and how are they similar to the general market?
Ideally, marketing focus should be directed at those attributes which have high importance and high performance. For attributes with high importance and low performance, focus should be directed at improving those attributes. When it comes to competitor scores, attributes in which they have high importance and low performance should be exploited to your company's advantage.
A second area where quadrant analysis is valuable is in measuring attraction and retention for both you and your competitors. These measures are determined by awareness and usage in areas such as past 30-day usage, past 12-month trial and total brand awareness.
