Business decision makers often rely on driver analysis to assess what is REALLY important to their customers. For example, customers often claim that price is the most important thing to them when asked. More often than not, however, driver analysis reveals service or other experiences are actually what drives overall satisfaction. This type of insight is what makes driver analysis able to sort the 'signal from the noise'. It means decision makers can more effectively allocate resources in a way that will yield the best return on limited resources to invest.