Key Drivers Analysis
What is Key Drivers Analysis?
Key Drivers Analysis unpacks which levers can be pulled in order to drive another measure. For instance, in the case of Zappi Creative Video, a drivers analysis can be used to see which key messages are important in driving behavior change. This level of analysis allows for insights of not only how your stimuli perform, but what can be done to improve its performance.
Our Key Drivers analysis looks at ‘relative importance’ between drivers. This means scores shown on the chart indicate the relative importance of drivers compared to each other. The scores themselves should not be compared across different drivers.
Research 101: The driver importance is a derived metric that shows the raw scores for a Shapley Regression (also known as Kruskal analysis). This shows the extent to which each attribute (independent variable) drives the outcome metric (dependent variable). Based on the benchmarks of running thousands of these analyses on our platform, we are able to call out values we consider to be strong drivers. Again, the scores themselves should not be compared across different drivers.
Drivers can be strongly positive or negative which is defined as having importance scores above or below a threshold.
These thresholds are defined normatively. Strong/ Weak drivers are those that are within the top or bottom 10th Percentile of driver scores across the projects tested on the Zappi platform. These norms are flexible so you can configure the norm you’d like to use on the chart.
Where can it be used?
- Zappi Creative Video
- Zappi Creative Static
- Zappi Creative Audio
- Zappi Concept Test
- Optimize Pack
- MARC Rapid Results
Key Drivers analysis is not compatible with custom questions.