UPCOMING WEBINAR: The Roadmap for Market Researchers in the Age of AI Popular amongst researchers is the importance vs. performance scatterplot. This is where you have a series of items that you place in a grid, where one of the axes is performance, and the other is importance.
A bit like the scatterplot below:
Requirements
A data set containing variables you want to use as inputs
The labels that will be used in the rows of your table and driver analysis/regression output must match exactly.
Method
Step 1: Make your source tables
- Select a variable set, for example, what you will use as the performance metric, in the Data Sources tree and drag it onto a page or into the Report tree to create a summary table.
Below, I've used a Brand Personalities variable set to create the table.
Step 2: Run Driver Analysis (or Regression)
Follow the steps in How to Do Driver Analysis to create a driver analysis output.
Often, driver analysis is performed using data for multiple brands at the same time. Traditionally, this is addressed by creating a new data file that stacks the data from each brand on top of each other (see Stacking Data). However, when performing driver analysis in Displayr, the data can be automatically stacked.
Step 3: Create the visualization
- From the toolbar, select Visualization
> Scatter > Labeled Scatter
- Go to object inspector
> Data
- In the X coordinates box, select your performance table created at Step 1.
- In the Y coordinates box, select your Driver Analysis model created at Step 2.
Using the example table and model shown above, the results are:
You can use the Chart > Quadrants section to add quadrants to your visualization if needed, see How to Create a Quad Chart.