How to do Driver Analysis

An eBook to help market researchers quickly learn Driver Analysis

Driver Analysis

You can do state-of-the-art Driver Analysis yourself, without needing to hire a statistician. This guide shows you how.

Driver analysis is a powerful market research tool, often used to guide decision making and incite change in businesses. It answers questions like: what influences preference or usage or likelihood to recommend a product? Should you be focusing on customer service or price? Should you position as cool or competent?

While the results from a driver analysis are easy to interpret, the process of finding them can be challenging.

Too many analysis tools use inconsistent approaches, and the Internet is filled with contradicting advice and instructions.

Driver Analysis should not be challenging, so we wrote this step-by-step guide to help market researchers of all skill levels quickly master how to do Driver Analysis. It also shows you how to do Driver Analysis in common software packages including Driver Analysis in R, Displayr, and Q.

Step by Step Driver Analysis

This guide has step-by-step instructions and examples of how to do Driver Analysis. It will help you understand:

  • 1. What Driver Analysis is and why it is so powerful
  • 2. How to do Driver Analysis yourself
    • a. Getting the data right
    • b. How to choose the right Driver Analysis technique
    • c. Common driver analysis mistakes and how to avoid them
  • 3. How to visualize Driver Analysis results (with examples).
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