When a Turnkey client participates in a Surveyor Network study, that client is given access to a dynamic, real-time dashboard that depicts collected data in a sophisticated – but digestible – manner. Metrics shown on the dashboards include overall mean scores of different gameday or season ticket member aspects, net promoter score, renewal intent and attendee profile/demographic information. The information provided enables clients to view their team or organization’s data, and directly compare it against league and DMA averages.
One area of the dashboard that is aesthetically pleasing while also very informative is the quadrant analysis graphic, which represents important factors related to gameday or season ticket member experience.
What is quadrant analysis?
The quadrant analysis is a graph that plots attributes in one of four quadrants based on respondents’ answers to questions of 1) importance and 2) satisfaction. This importance and satisfaction battery of questions is shown in a tornado chart that shows mean scores for each attribute, stacked on top of each other. This gives each attribute two scores that can then be transformed into a singular data point plotted in one of the four quadrants. Identifying gaps between the importance and satisfaction of each attribute helps highlight areas of opportunity, or concern.
How does it work?
The importance and satisfaction means are combined into a single data point, and then plotted in one of four quadrants:
- High Importance/High Satisfaction: Observe & Maintain – maintain current standards
- Low Importance/High Satisfaction: Nice to Have – recognized as additional benefits
- Low Importance/Low Satisfaction: Lesser Priorities – not in need of immediate attention
- High Importance/Low Satisfaction: Concerns to Manage – action items of immediate priority
The two quadrants of most focus should be the Concerns to Manage and Observe & Maintain. These areas highlight the biggest strengths and weaknesses your organization should be aware of. It is important to act on the concerning elements as soon as possible, but maintaining strength areas is just as significant.
Why is it useful?
Dividing attributes up into four sectors allows clients to clearly identify where they are excelling, and where they are lacking. Within each quadrant, elements are plotted in different areas so even if five attributes are in the Concerns to Manage region, you can still identify which is most crucial. Put simply, the quadrant analysis helps organizations prioritize.
How is it used?
The Concerns to Manage quadrant is the area that we suggest addressing immediately. These elements are specific points at which the experience at the event is not meeting expectations of the attendee, and should be rectified or remedied (in-season, if possible). Attributes that fall into the Concerns to Manage quadrant should be looked at in depth, and sub-attributes associated with the overall metric should be considered to see if a common theme is identifiable. Collecting and addressing data on these areas throughout the season is critical; doing so enables teams to identify areas of concern and properly address them in a timely fashion.
The Observe & Maintain quadrant is also critical; it lets you know where you are delivering well on items of high importance to the consumer. These elements should not be overlooked, and must be sustained in order to deliver the best possible experience.
The Nice to Have and Lesser Priorities quadrants, while still important, are areas of lesser concern and do not need to be immediately acted upon. They should not be forgotten, but as you prioritize items of greatest need, these attributes can be placed lower on that list.