Drivers of Liking
Drivers of Liking is a technique that combines descriptive analysis data and consumer data to identify attributes (key drivers) that influence a consumer’s choices. It can be used by product developers to adjust an existing product to more closely match consumer preferences. Sometimes the Drivers of Liking study will identify a “sweet spot” that represents a set of characteristics that would be more appealing to consumers than any of the existing products. This presents a marketing opportunity and a target for product developers. For more information, see Key Drivers Overview by Tom Carr, Carr Consulting.
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