Glossary

Marketing Research Terms

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Key Driver Analysis: Key Driver Analysis (KDA) is a statistical method used in marketing research to find the factors (or “drivers”) that have the most significant impact on a business outcome, such as customer happiness, loyalty, or purchase intent.
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.