REGRESSION/ CORRELATION AND DERIVED IMPORTANCE
REGRESSION: To identity the drivers of purchase interest.
CORRELATION: To identify the strength of association between benefits and key evaluative measures.
DERIVED IMPORTANCE is a multivariate approach designed to identify leverageable attributes or drivers related to a category.
- The technique uses brand attribute ratings regressed on a dependent variable (e.g. “is an excellent brand overall”) in order to prioritize attributes in terms of their importance in explaining differences in purchase behavior. The goal is to determine why a consumer truly purchases a brand versus why they claim to purchase a brand.