Strategic Quadrant Analysis

The purpose of Strategic Quadrant Analysis is to identify actionable strategic options that are framed directly by the research results. This analysis is most often used in Corporate Reputation or Brand Equity research.

This tool builds on the Drivers Analysis by placing the importance of drivers in the context of how well a company/brand is rated for its performance. The output creates a strategic matrix by placing importance (the output from the Reputation Driver) on the vertical axis, and performance (the average ratings of stakeholders for each company) on the horizontal axis.

Drivers that fall in the top right quadrant are critical to reputation and should be supported in order to maintain/improve corporate reputation.

Drivers in the top left quadrant are important, but the company underachieves in its performance rating. These factors will serve to harm the company's reputation if performance is not addressed.

Drivers that fall in the lower right quadrant are perceived as less important than average, but the company performs well nevertheless. Drivers in this quadrant may serve as important differentiators of the company/brand, even though they may not be core drivers of choice.

Drivers that are unimportant and have low performance ratings are found in the lower left hand quadrant.