Ten years ago, I wrote an article for The Hub declaring that an insight statement does not include a percentage symbol. While that may be glaringly obvious to anyone who has been in the market research industry for a while, it was an “insightful” enough opinion at the time that the article was published and …
Key driver analysis research is not new. The goal is to identify the different customer touchpoint experiences, which are drivers of an organization’s overall performance measure (e.g., NPS, Overall Satisfaction, Effort/Ease, etc.). Essentially, a driver analysis computes importance scores, which then prioritize the touchpoint experiences that have the greatest impact on performance measures. There are …
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