Ever wonder how your brand performs in relation to how your customers expect it to perform?

We employ a market research tactic called Quadrant Analysis to find out.

Quadrant Analysis is employed in conjunction with market research surveys, customer surveys, and employee surveys to analyze gaps between expectations and actual performance. The results can help us identify areas for improvement.

For the answers, we ask participants to rate the importance of a number of different categories, including:

• Availability
• Ease of use
• Feature richness
• Look and feel
• Price
• Environmental sensitivity
• Quality
• Location

The categories might vary based on the brand in question, but the goal of finding out what's really important is the same.

We then plot the results in a chart that measures the rated importance with the actual brand performance.

Learning the results can open your eyes to what's truly important to your customers, what advertising strategy you should employ, and whether you're focusing on the right product attributes.