Driver Analysis

Driver analysis is used to understand the causes of change. A series of questions is posed to each respondent, asking him/her to rate the performance of a company or product on a variety of criteria.

Once all ratings are tabulated, responses are analyzed to highlight patterns. Answers that follow a similar pattern reveal that the questions are correlated. This causes a grouping of the associated questions to form a driver. The driver is then analyzed through regression analysis to determine the degree of impact or importance it has in influencing preference for a company or for a brand.

Reputation Driver

GlobeScan has developed a proprietary technique - the Reputation Driver - to understand the fundamentals of how various stakeholders perceive the reputation of a company versus its competitors.

GlobeScan's Reputation Driver research model is customized to each client's unique context, ensuring strategic and actionable outcomes.

Phase 1: Setting the Stage through Qualitative Interviews

GlobeScan recommends in-depth interviews with senior managers to uncover those issues that matter most to the company. These interviews provide an inside-out view into the company's challenges and opportunities, the strengths and weaknesses of its current reputation, and identification of key stakeholders. They also provide the foundation for the questionnaire.

Phase 2: Stakeholder Identification and Surveying

GlobeScan finalizes the stakeholder groups ensuring that only high-level and opinion-leading stakeholders participate in this study. Only qualified stakeholders are interviewed by senior researchers. Treating stakeholders respectfully and collegially is critical to secure ongoing access to a high-level stakeholder panel.

Phase 3: Analysis

In addition to providing the client with straight-on research in an accessible and user-friendly way, GlobeScan analyzes the research findings through a number of sophisticated techniques to make certain that the research is actionable:

Phase 4: Applying the Research

GlobeScan works with the client to ensure key people in the company have a thorough understanding of the methodology, findings and implications of the research. In addition to helping set the strategic course for the company, GlobeScan provides advice, workshops, and custom presentations to help refine tactics that will provide for successful implementation of the research.