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Customer Experience

Importance vs. Satisfaction Gap Analysis

Find your biggest opportunities by measuring the same attributes twice — how much each matters, and how well you deliver it today. The gaps become your priority list, and slider matrices keep it fast enough that people actually finish. AI follow-ups dig into the biggest gap each respondent reports.

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샘플 질문

템플릿에 포함된 내용을 미리 확인해 보세요. 모든 질문은 설문 공개 전에 자유롭게 수정할 수 있습니다.

질문 6개 · 약 5분
Q01
메시지

This short study asks about the same set of product qualities twice: first how much each one matters to you, then how well we deliver it today. Your responses are completely confidential and anonymized. The gaps between those two answers tell us exactly what to fix first. About 4 minutes.

Q02
슬라이더 매트릭스필수

First: how IMPORTANT is each of these to you when using a product like ours?

7개 행, 각 행마다 슬라이더 1개
  • Speed and responsiveness
  • Ease of learning
  • Depth of features
  • Quality of support
  • Price for value
  • 외 2개
슬라이더 0–10최소:Not important최대:Critical
Q03
슬라이더 매트릭스필수

Now: how SATISFIED are you with how we deliver each of these today?

7개 행, 각 행마다 슬라이더 1개
  • Speed and responsiveness
  • Ease of learning
  • Depth of features
  • Quality of support
  • Price for value
  • 외 2개
슬라이더 0–10최소:Very dissatisfied최대:Very satisfied
Q04
객관식필수

Of the qualities above, which ONE would you fix first if you ran the company?

  • Speed and responsiveness
  • Ease of learning
  • Depth of features
  • Quality of support
  • Price for value
  • Reliability and uptime
  • Data security and privacy
Q05
AI 인터뷰

Explore the respondent's single biggest importance-satisfaction gap: a recent, specific moment when the shortfall affected them, what they did as a workaround, how it influences their renewal or recommendation intent, and what 'fixed' would concretely look like. Anchor on the attribute they said they'd fix first.

Q06
메시지

Done — thank you! Your answers plot straight onto an importance-satisfaction matrix, and the interview explains the 'why' behind your biggest gap.

포함된 기능

  • AI 후속 질문

    정형화된 설문이 놓치는 세부 내용을, 주관식 답변에 맞춰 AI가 심층 질문으로 끌어냅니다.

  • 주의력 확인 장치

    성의 없는 답변과 저품질 응답자를 걸러내는 내장 안전장치입니다.

  • AI가 작성한 문안

    문구, 질문 순서, 분기 로직까지 AI가 연구 목표에 맞춰 작성합니다.

  • 자동 리포트

    응답이 모이면 주요 주제, 인용문, 이해하기 쉬운 요약이 자동으로 작성됩니다.

다른 서비스와 비교

다른 설문 도구의 가장 유사한 템플릿을 검토했습니다. 그 도구들이 잘하는 점과, 이 템플릿이 한발 더 나아가는 지점을 정리했습니다.

이 템플릿을 선택하는 이유

  • Paired importance and satisfaction batteries on identical attributes produce per-attribute gap scores automatically
  • A forced 'fix first' choice prevents the everything-matters flatline that pure rating grids produce
  • The AI interview digs into each respondent's single biggest gap with a concrete recent story — the evidence behind the quadrant chart

Qualtrics

Feature Prioritization Survey

A free, PhD-designed template that prioritizes features by separating need-to-have from nice-to-have and produces a feature-importance matrix. It leans on conjoint methodology and prebuilt logic to identify what customers value most and where market gaps exist, though it emphasizes importance/trade-off more than a paired satisfaction measure and is English-only.

잘하는 점

  • Expert (PhD-designed) prebuilt logic and survey structure so users do not design the method from scratch
  • Delivers a feature-importance matrix distinguishing need-to-have from nice-to-have
  • Frames output toward action: allocating limited development resources and avoiding costly build errors
  • Free to use with a Qualtrics account and reusable for tracking preferences over time

아쉬운 점

  • No adaptive AI follow-up asking why a feature matters or where satisfaction falls short
  • No voice administration of the prioritization questions
  • English-only, so it cannot field the same study across languages natively
  • Prioritization centers on importance/trade-off; a paired current-satisfaction gap view is not the emphasis, and output is a matrix rather than a written narrative

QuestionPro

GAP Analysis - Satisfaction Vs. Importance

QuestionPro's GAP Analysis module pairs importance and satisfaction ratings on the same attributes and computes the difference in means to reveal where high-importance attributes underperform. It makes the core argument well (high satisfaction on a low-importance attribute does not help ROI), but the page explains the concept without showing the quadrant chart or scoring UI in the fetched content.

잘하는 점

  • Correctly pairs importance and satisfaction on identical attributes and computes the gap as a difference in means
  • Articulates the key insight that satisfaction alone misleads without importance weighting
  • Ties the analysis directly to ROI prioritization (fix high-importance, low-satisfaction attributes first)
  • Uses concrete attribute examples (Level of Support, Response Turnaround Time) to illustrate

아쉬운 점

  • No AI follow-up probing why an important attribute is dissatisfying, so root causes stay unexplained
  • No voice-interview capture of the reasons behind low satisfaction
  • Page conveys the concept but does not expose the quadrant chart or gap-scoring visualization to the user
  • No auto-generated report translating gap scores into a prioritized action narrative

SurveySparrow

Gap Analysis Questionnaire Template

A real gap-analysis questionnaire for comparing actual versus desired outcomes on projects. Useful structure for the same core idea; it targets project management rather than product attributes, and the gap math and follow-up are manual.

잘하는 점

  • Genuine gap-analysis framing (actual vs. desired) ready to field
  • Chat-style survey experience with easy customization
  • Free template on a specialist survey platform

아쉬운 점

  • Project-management orientation — not paired importance/satisfaction batteries on product attributes
  • No automatic per-attribute gap scores or quadrant output
  • No probe into the story behind each respondent's biggest gap

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