The Key Drivers of Brand Attitude

By Jeff Sauro

With all the data collected around awareness, attitude, and usage, you need to summarize each question type to understand the strengths and weaknesses of your brand or product. If your brand or product is not known, or only known by a small percentage of prospective consumers, then campaigns to increase awareness will improve customer awareness.

If your product and brand is known, you need to understand what’s driving high or low satisfaction ratings. While any number of variables impact customers’ attitudes toward your brand, usually only a few variables, called key drivers, have a disproportionate impact on attitudes. It may be that customers find the product is too expensive for what they get (value), or perhaps customers find the product difficult to use.

The first way to understand the drivers is to examine the comments customers provide in the survey. Look for patterns and concrete examples about what customers do and don’t like.

A more sophisticated way of examining key drivers is using a statistical technique called multiple regression analysis. Customers’ attitudes toward brand attributes are often correlated. That is, customers who are satisfied with the quality of a product are often also satisfied with the value and overall brand.

Multiple regression analysis examines the correlation between the independent and dependent variables to determine which attributes contribute most to consumers’ overall brand attitude. Seek the help of a statistician to assist you with running a multiple regression analysis.