What is a driver in market research?
What is a driver in market research? In marketing research, key drivers seek to understand what qualities, attributes, aspects, or whatever you'd like to call them, influence a consumer's purchase intent most. Key drivers analysis then depicts the performance of attributes specific to a brand or product. What is a driver analysis? “Driver analysis” is a term which describes a set of related techniques that can be used to help organisations know which elements of the customer experience have most impact on crucial outcomes such as overall satisfaction, recommendation or NPS, and loyalty behaviours such as retention. What is the...