Glossary

Marketing Research Terms

All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Key Driver Analysis: Key Driver Analysis (KDA) is a general term for a class of statistical methods used in marketing research to find the variables that impact (or “drive”) a high-level attitude or intention such as customer satisfaction, likelihood to recommend, purchase intent, or similar key performance indicators.
Key Drivers: Critical factors or attributes that most significantly influence a specific outcome or behavior, such as customer satisfaction, brand loyalty, purchase intent, or overall business performance. These drivers are identified through statistical techniques, known as Key Driver Analysis (KDA), which analyze data to determine which variables (e.g., product quality, customer service, price, brand reputation) have the greatest impact on a desired business metric.