Setting Priorities for Product/Service Improvements – Key Driver Analysis
Key Driver Analysis is used by businesses to understand which brand, product, or service components or attributes have the greatest influence on an important outcome, such as a consumer’s purchase decision or a physician’s prescribing decision. The analysis is often based on statistical measures of the relationship between potential drivers (attributes) and an overall measure of the market performance of the brand, product, or service. This webinar on Key Driver Analysis, will cover...
- When to use Key Driver Analysis.
- The differences between stated approaches versus derived approaches.
- A summary of the advantages and disadvantages of selected approaches in measuring the strength of key drivers.
- A detailed comparison of Correlation, MaxDiff Scaling, and Random Forest Regression, based on actual data.
- Implications for marketing research.
Presenter
Elizabeth Horn
Senior VP, Advanced Analytics
Beth has provided expertise and high-end analytics for Decision Analyst for over 25 years. She is responsible for design, analyses, and insights derived from discrete choice models; MaxDiff analysis; volumetric forecasting; predictive modeling; GIS analysis; and market segmentation. She regularly consults with clients regarding best practices in research methodology. Beth earned a Ph.D. and a Master of Science in Experimental Psychology with emphasis on psychological principles, research methods, and statistics from Texas Christian University in Fort Worth, TX.
