Key Drivers Analysis
Rating scales are often employed in surveys to assess satisfaction with different aspects of the performance of a service, or the perceptions of a brand across key dimensions. Most frequently, analysis focuses on the mean scores across these dimensions to understand where performance is strong and weak.
However, looking at mean scores does not answer the question: Which dimensions are most influential on overall satisfaction / perceptions of the brand?
Key Drivers Analysis addresses this issue by focussing instead on the differences in score around the mean rating, using a combination of Multiple Regression and Correlation Analysis to understand the strength of the relationships between different indicators (which we will call potential drivers) and overall satisfaction/rating.
Drivers which have the strongest linear relationship with overall satisfaction (whilst controlling for the other drivers) are said to be the strongest drivers of satisfaction. Focusing on improving these drivers will have the most dramatic effect on peoples overall rating of the service or brand.
Results can be presented in either simple tabular format (percentage of variance in overall satisfaction explained) or in the form of a line chart. The strength of a driver can also be compared with its mean score using a quadrant chart such as the one below.
