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.
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
- Zappi Pack Test
- MARC Rapid Results
Key Drivers analysis is not compatible with custom questions.