Rediscovering performance‐importance analysis of products

Claims that, as an addition to the product manager’s set of tools, performance‐importance analysis can provide insight into customer perceptions. Managers can use a combination of performance perceptions along with importance ratings to understand the relative success of product features. Plots importances for product features of an analytical instrument against the product’s pre‐introduction expectations and post‐product‐test satisfactions. Considers product design issues as well as positioning strategy. Changes in evaluations (“expectations” to “satisfactions”) as well as competitive positioning demonstrated the flexibility of the method.