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Key driver analysis (KDA)
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Key driver analysis (KDA)
The business will be hoping for positive correlations (independent variables positively effecting the dependent variable) but they would also wish to know how to improve their product if the effect was negative. Key driver analysis is also used to help establish target populations, which allow businesses to better assess their market places.
For example, if it is found that there is a positive correlation between customer services and the likelihood of a recommendation, then customer services can have a beneficial impact on the chance of a customer advising other possible buyers to purchase the product. However, it can also work in the opposite direction. It could be found that there is a negative correlation between the branding and the probability of a customer buying the product, meaning the business would have to look at their marketing in order to sell more.
Key driver analysis is effective when used within surveys to discover links between two key bits of data. It is also efficient, cost-effective and easy to implement into a standard questionnaire.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
