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The importance-performance matrix is a mapping that positions elements along two axes: their importance for the respondent and their perceived performance. It helps spot action priorities. It is built in the Statistical analyses part of the results.

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Building the matrix

The matrix combines two questions of your survey: an overall evaluation (an overall score, typically a 0–10 scale) and a detailed evaluation (a battery of attributes scored on the same scale).
1

Choose the overall evaluation

Select an overall evaluation question (e.g. the overall satisfaction with a product).
2

Choose the detailed evaluation

Select a per-element evaluation question (e.g. the satisfaction with each characteristic).
3

Generate the matrix

For each attribute, the platform computes its correlation with the overall score, then places the element on the mapping according to this correlation (importance axis) and its mean score (performance axis), in four quadrants.

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Reading the mapping

Each element is placed according to its importance and its performance. The four quadrants distinguish, for example, the strengths to promote from the weaknesses to fix first. The mapping comes with a table detailing, for each item, its mean score and its correlation with the overall score. You can export the matrix directly — the image of the mapping or the table (Excel) — independently of its reuse in a report.
An importance-performance matrix created here is reusable in the Report: you can insert it into a slide.
The matrix works well for satisfaction reviews and image reviews.
Last modified on August 24, 2026