Driver Analysis: Creating Driver Lists
"Quality in" really is "quality out"
Determining which drivers to include
It’s important to take the time to consider how we create our driver lists to be included in our analysis regardless of the method we use. This is a critical step and must be taken seriously if you want to avoid spurious results (i.e. garbage in, garbage out).
Think of the drivers as simply as a set of attributes describing product or brand features, benefits and/or reasons to believe these – these are usually expressed as statements. For example, if the category was cars, some of the attribute drivers might be:
These seem pretty obvious and there are always obvious drivers in every category, usually rational in nature. But even if we sat down with our marketing team and workshopped a list of driver attributes, in reality, we are likely to miss some without having spoken firstly in-depth to consumers within the category across a number of different brand preferences.
This truly is the realm of exploratory or qualitative research and is an imperative step in undertaking a valid and reliable driver analysis. Think of it as the archaeological dig where you discover what all the possible attributes might be and then you do a head count (quantitative) to size each of these in terms of importance. Keep in mind often what seems quite small and unspoken in a dig stage (qualitative) can turn out to be a key driver in the head count (quant) stage and vice versa.
You must also consider that brand decisions are not only made on rational drivers alone. It is important to discover what the potential emotive drivers might be, too, if you are to conduct a quality driver analysis. In the car category for instance, these might be, “It is prestigious” or “It is a car I feel good about being seen in”, etc.
In summary, make sure you do a thorough qualitative assessment before undertaking a quantitative driver analysis. Click here to read about the different methods you can use in the quantitative stage.
Let D&M Research create and tailor a driver analysis study to suit you.
For a detailed guide to the methods used in driver analysis, and the pros and cons of each, download our printable Driver Analysis Guide
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