Importance-Performance Analysis Matrix
Importance-performance analysis turns two survey questions into an action plan. Customers rate how important each attribute is and how well the business performs on it. The four quadrants then show where to invest, what to protect, and where effort may be wasted.
Everything above runs in your browser and saves to this device only. It opens on sample hotel attributes. Enter mean importance and performance ratings from your own survey.
How it works
Each attribute is plotted with performance on the horizontal axis and importance on the vertical axis. Two cross-hairs divide the plot into four quadrants.
Keep up the good work: high importance, high performance
Low priority: low importance, low performance
Possible overkill: low importance, high performance
The cross-hairs sit at the data means by default, which compares the attributes with each other. Switch to the scale midpoint to compare each attribute with a fixed standard.
Frequently Asked Questions
What is importance-performance analysis?
Importance-performance analysis (IPA) plots product or service attributes by how important customers say they are and how well the business performs on them. Martilla and James introduced it in 1977. The four quadrants show where to improve, what to protect, and where effort may be wasted.
What are the four quadrants of an IPA matrix?
The four IPA quadrants are concentrate here (high importance, low performance), keep up the good work (high importance, high performance), low priority (low importance, low performance), and possible overkill (low importance, high performance).
Where should the IPA cross-hairs go?
Place IPA cross-hairs at the data means to compare attributes with each other and choose priorities. Place them at the scale midpoint to compare each attribute with a fixed standard. This tool offers both.
What is the difference between IPA and SERVQUAL?
SERVQUAL measures the gap between expected and perceived service on five set dimensions. IPA works with any attribute list and uses stated importance in place of expectations, which makes it quicker to run.
Is this IPA Matrix free?
Yes. The IPA Matrix is free and opens straight away in any modern browser, including on a phone. Ratings save on this device only and export as PNG, PDF, or CSV.