DRIVER
ANALYSIS
A driver analysis is a crucial tool for identifying the features and aspects that have the greatest impact on a specific outcome variable, such as willingness to buy. It helps answer questions like: What is the most important factor in a consumer’s purchase decision? Is the brand image more significant than the product itself? Is price the most critical element?
Typically, 10-20 questions of this nature are asked, followed by a multiple regression analysis to determine the most significant impacts. Driver analysis can be conducted for both product categories and specific brands.
While brand driver analysis is more demanding for respondents and can lengthen the survey, It’s A Fact employs a unique approach. We combine various brand performance metrics (as outlined in section 2.3) with a category driver analysis to understand how different drivers relate to specific brands indirectly. This method allows us to evaluate key brands and their strengths within the category without directly asking about each driver.