Why split the quadrants at the average and not at the middle of the scale?

Because almost everything tends to come out as important. Splitting at the average of your own data compares aspects against each other and shows which ones stand out.

How many aspects should I rate?

You can see the matrix with 3, but 6 to 15 is usually most useful. With too many, the survey gets long and people answer less carefully.

How do I get the averages?

Run a survey with two rating questions per aspect: importance and satisfaction. In SurvIQ you can build it for free, share it by link, WhatsApp or QR, and see each question’s average in the results.

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Importance-satisfaction matrix

This matrix tells you where to put your effort: on what your customers care about a lot and are not very satisfied with. Paste one row per aspect with its name, average importance and average satisfaction, on the same scale (for example 1 to 5).

Paste your aspects: name, importance and satisfaction

The calculation runs in your browser. We don’t store what you type.

How it’s calculated

For each aspect (price, service, delivery time...) ask in your survey how important it is and how satisfied the customer is. Then take the average of each question.

The chart puts satisfaction on the horizontal axis and importance on the vertical one. The lines that split it into 4 quadrants are the average importance and the average satisfaction across all your aspects.

Gap = importance − satisfaction. The bigger the gap, the further you are from what customers expect. The priority list sorts aspects from largest to smallest gap.

How to read the result

Fix first (high importance, low satisfaction): this is what’s urgent. Improving these points changes the experience the most.
Keep up (high importance, high satisfaction): these are your strengths. Protect them and mention them in your messaging.
Low priority (low importance, low satisfaction): you can leave these for later without much risk.
Possible overkill (low importance, high satisfaction): you may be investing more than needed. Before cutting back, make sure it isn’t something people simply take for granted.

Frequently asked questions

Why split the quadrants at the average and not at the middle of the scale?: Because almost everything tends to come out as important. Splitting at the average of your own data compares aspects against each other and shows which ones stand out.
How many aspects should I rate?: You can see the matrix with 3, but 6 to 15 is usually most useful. With too many, the survey gets long and people answer less carefully.
How do I get the averages?: Run a survey with two rating questions per aspect: importance and satisfaction. In SurvIQ you can build it for free, share it by link, WhatsApp or QR, and see each question’s average in the results.

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