Key driver analysis (KDA)

What is this method about?

An analytic tool that determines which predictor variables (e.g., price, quality or usability) have a higher impact on customer experience and choices. The tool uses software to analyze customer survey data and identify the variables’ relative importance.

Why use it

This tool helps to deepen understanding of what truly drives customer choices—allowing design and development teams to focus their efforts on the most important elements of the customer experience.

When should I use it?

During new product design and development, and during development of customer acquisition strategies. It is also useful when measuring customer satisfaction, loyalty and retention—which should be done quarterly to ensure an ongoing approach to improving customer satisfaction.

What you get

• Teams will gain a deeper understanding of why customers make the choices they do. • Teams will determine where to focus their efforts and what processes/elements must be improved, leveraged or introduced in order to increase customer satisfaction.

At a glance

• Time: Long
• Effort: Medium
• Cost: Medium

Materials

• Markers/felt tips
• Sticky notes
• Whiteboard
• Research and marketing teams
• Analysis software

Who is involved

• CX Researcher
• Market Researcher
• Marketing Manager
• CX Manager
• Customer Acquisition Manager / Business Development Manager
• Customers (Survey subjects)