GAP analysis

The results can be used to draw up an improvement plan and eliminate the gaps. The current image can be mapped out by means of online and/or telephone surveys among customers, business relations, and/or consumers.

How do you perform a GAP Analysis?

We used the GAP Analysis for TomTom, a company known for its navigation systems, among other things. See here for an example of how we applied this in practice for TomTom.  

Image

An image matrix can be used to provide insight into how the core values are perceived by the target group. In this matrix, the values that are important to an organization, known as image aspects, are assessed on two axes: profile value and relative image value.

The profile value reflects the percentage of your target group that has an impression of the relevant image aspect. The relative image value shows the percentage of this group that finds the image aspect appropriate. In this way, your image aspects can be divided into four quadrants, providing insight into which image aspects are your strengths, need more publicity, need to be proven further, or have lower priority.

This model clearly shows which buttons you need to press to better align your identity and image.

Associations

What does the target group think of when they hear the name of your organization or see a logo or other communications? Are these associations positive or negative? And to what extent does this match the image you want to convey? What causes this image to be formed? These are questions that are identified in this analysis.

GAP

Based on the information obtained, we identify where the biggest gaps lie, so that you have a concrete improvement plan to close those gaps.

Want to get started with a GAP Analysis yourself?

To get started with the development process, you can use various research methods and models. This can vary for each issue, and we are happy to help you think things through, so feel free to contact us.