What is important? Best practice: methods of relevance analysis

The way we ask what is important already defines what we hear or overhear. Dr. Anita Petersen and Sven Slodowy from (r)evolution showed a way through the jungle of methods at the Deeper Insights Day of Planung & Analyse on November 03, 2022.

The identification of priorities, pain points or wow factors is the core of many studies in our market research work. It is always a question of choosing the most sensible method for determining relevance, taking into account the advantages and disadvantages as well as the general conditions. Many methods differ primarily in whether respondents were asked a direct question about their preferences and whether indices for prioritization were determined because of this direct questioning or through statistical methods.
While numerous methods are suitable for deducting valid action recommendations from scaled questions, there are so far only a few methods that systematically incorporate open feedback into the prioritization process.

Dr. Anita Petersen and Sven Slodowy have addressed the classics of relevance analysis as well as three methods developed in-house: the pragmatic 2step Swipe, the in-depth Sequential Driver Analysis and the explorative Indicator Analysis.

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