Understanding the product attributes that are key to consumer product acceptance is critical for product success. Drivers of Liking are recognised as playing a major role in product performance and are therefore key to product optimisation. They are usually characterised by a positive, negative or optimum function and by the strength of their impact.

Drivers of Liking are valuable instruments for market researchers, product developers and marketers, to help them better understand consumer preferences and how to improve products. In market research methodologies, there are numerous ways of investigating Drivers of Liking.

This poster will provide an overview of these different approaches and a better understanding of their relative level of accuracy, validity and robustness.