Key Driver Insights is a series of analyses which answer the following questions.
Which attributes or behaviors drive customers to my market?
Which attributes or behaviors drive customers to my brand?
How do cultural segments differ in attribute drivers?
Which attributes are considered most important by those considering my brand?
Key driver analysis can be derived from the queries used in the Attribute Influence Insights battery. This analysis makes the overall analysis more precise in that the only respondents considered are those with a high likelihood or propensity to purchase, try or visit your company.
A good example is ratings is for automobile features. Any person can tell you what features they would most prefer in a mini-van. However, you most want answers from those most inclined to purchase or consider a mini-van. This analysis makes general A&U studies more precise with analytic value added.
