In customer satisfaction studies it’s common to ask respondents to rate the brand overall in terms of satisfaction or loyalty. It’s also common to ask respondents to rate the brand on a variety of performance attributes. Researchers often try to link the performance on the attributes to the overall evaluation of the brand, calling it “Key Drivers Analysis.” Common methods for this are flawed as the lack of independence of the drivers can cause all sorts of statistical messiness! We’ll discuss the use of Johnson’s weights and show how this has been incorporated into Sawtooth Software’s Lighthouse Studio platform.
