Drivers

Drivers

IM-EX

The Power of IM-EX: What X wants from Y: A new way of classifying drivers for the real world.

IM-EX is a powerful driver analysis technique designed to understand what’s really important to customers when choosing products or services in a particular category.

The technique works on the assumption from cognitive psychology that people don’t always make rational and linear decisions, use shortcuts (heuristics), and are affected by cognitive biases and emotional aspects they can’t readily report. Thus the technique is designed to understand both the Implicit (IM) and explicit factors (EX) or drivers impacting a product or service decision. Here is how it works:

  • Establish potential driver and / or product / service attributes that operate in the category via qualitative research
  • Create a hierarchy of explicit importance by asking ‘choosers’ to rate the importance of each (stated importance)
  • Collect predispositions (or attractiveness) to brands operating in your category – usually through a propensity to purchase question
  • Collect associations of these brands to the driver attributes
  • Link attributes to propensity scores to establish an implicit (or pull factor) measurement of the attribute’s importance (i.e. features of successful brands)
  • Standardise scores and compare and classify into key driver categories

Attractors are classified into:

  • Product or service aspects that we simply must have
  • Product or service aspects we would like to have but may be willing to compromise on if other benefits are present
  • Product or service aspects that we may not even be able to articulate but will delight us if they are present

Detractors can be similarly classified into:

  • Product or service aspects that we simply do not want to have
  • Product or service aspects we would rather avoid having but may be willing to tolerate  if other benefits are present
  • Product or service aspects that are even more of a turn-off than we are able articulate and are therefore deal breakers

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