What Job does DRIVER enable you to do?
Understand the drivers of competitive advantage, determine those attributes the market values and how well your product / service stacks up against its top competitors
Drive Preference More Cost-Effectively
The Media Power measure identifies the most powerful media sites. These sites have real power in driving preference across the category. These are the quality sites — the most effective in driving preference. They may be social, traditional media or micro-influencers.
Improve Content to Drive Preference and Sales
You can see the specific content which drives preference via the Content Power measure. Learn from what is working — is it video? Infographics? White papers? Third party voices? What is the tone? Is it dramatising the problem? Or Lifestyle? Understanding Content Power means you can get specific.
Target The Messages/Positionings Which Drive Your Category
Some attributes work harder than others. Significance Driver™’s Attribute Power measure shows the contribution of each attribute to the overall performance score of a brand, product, employer or other entity. The Attribute Relationship measure shows you can see the relationship between attributes. This insight enables effective tuning of messaging. More detail still can be found in Topics and Themes.
Identify The Key Themes
The Topics and Themes measure identifies the key topics in the category, and the market orientation to them. Look here for market problems/solutions and expectations.
How Does the Market Feel about You?
Understanding how people feel is a key ingredient of your brand/product or service messaging. Are they Angry, Scared, Happy? Are they expecting new news? The Emotional Response measure shows how the market feels about you and your competitors.
How Do I Perform on Attributes versus My Competitors?
The Emotional Response measure highlights your performance versus that of your competitors. Where are you strong/weak? What do you own? Where do you have weakness? From the market’s view, what can you leverage?