Driver analysis research

Driver analysis can provide insights into the relevance and most important drivers for specifiers, installers, and end-users in the market. Our customers often use this information to develop new products and services. With this, it’s also essential to understand the DMU. To learn about the importance of each target group when buying, to address the most relevant target group. Often this type of research is combined with customer satisfaction research. This combination can determine how well your products and your competitors meet the target group’s drivers.

Regression analysis

One of the methods that we often recommend for a driver study is regression analysis. This methodology helps identify which underlying activities (drivers) will improve general customer satisfaction or loyalty. Typically, a regression analysis is done for one of two purposes: To predict the dependent variable’s value or estimate the effect of some explanatory variable on the dependent variable. The dependent variable can be, for example, a loyalty metric. The explanatory variables are the expected drivers. With the regression analysis, your business assumptions, or hypothesis, can be tested to improve on the most effective drivers

Objectives for a driver study


A driver study could have the following objectives:

  1. Understand the target groups’ role in the product decision-making process and know what their drivers are.
  2. Evaluate customer experiences with existing products, including pain points and drivers of brand preference
  3. Identify and profile target groups that are most willing to switch products
  4. Optimize your product offer based on the needs of your target group

We had to learn more on the purchase behaviour of painters

“We chose USP because they have a deep understanding of the paint market. The personal connection during the project felt like a VIP treatment”

Janne Lillkvist

Business Sector Manager, Construction & Decoration , Mirka

Overall experience of working with USP was very positive

“Very happy with the quick feedback in all touchpoints during the project”

Andrea Bodecker

Global Head of Brand & Communications , ASSA ABLOY Entrance Systems

Contact us

For more information about our expertise and research on Drivier analysis please contact the responsible partner below.
We look forward to help you.

Contact our expert:

Henri Busker


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