Driver Analysis never fails to give an “AHA” moment. Learn to uncover which attributes have the biggest impact on consumer behaviour. Driver analysis is an application of regression analysis, where the outcome is a measure of the performance of one or more brands, and the predictors are measurements of the performance of brand attributes. This ebook will explain all the key steps needed for you to perform your own driver analyses. You will learn which techniques to use and when you should use them (e.g., Shapley, Kruskal, OLS, robust standard errors).