Shapley Values (SV)

Shapley Values (SV) is relatively well know in the academic world, but only a limited number of consulting agencies adopted it, due to the limitations of most commercial algorithms (e.g., speed of analysis, maximum number of attributes that can be analysed).

  • SV analysis is a multivariate statistical approach where an overall metric (e.g., likelihood to recommend) is modeled against various product features.
  • SV allow assessing the contribution of each attribute by accounting for the potential overlap between attributes.
  • SV overcomes the limitations of correlation and regression analysis:
    • all attributes are considered in the model at the same time;
    • SV can handle correlated attributes and is well suited to estimate their contribution towards an overall metric.
  • Therefore, SV is particularly indicated for the assessment of drivers, allowing the estimation of the impact of each attribute:
    • SV algorithm is robust, with results being consistent even when some attributes are removed from the analysis or others are added;
    • the approach is ideal for comparisons in time (between waves) or space (across markets).

The functions derived.importance and derived.importance.manyvar available in R-swDrivers allow Shapley Values analysis and can handle most projects, even when many drivers (30+) need to be assessed.

In SV analysis, there are two main deliverables:

  • Impact scores: presented as percentages of contribution towards the overall metric (e.g., 30% impact). They are rescaled to add up to 100% to facilitate interpretation and actionability.
  • A goodness-of-fit indicator (similar to the R-square of linear regression) to indicate to what extent the attributes included in the analysis explain the overall metric. A high score suggests that no significant driver has been missed when developing the questionnaire.

Privacy Preference Center

This site uses cookies

Our website uses cookies to save access information, screen visualisation options, and to allow us to examine site traffic and user activity while on our site.
If you do not wish to accept the cookies below, please leave this website immediately and delete/clear the cookies through your browser settings/options.

WordPress, Wordfence Security, GDPR Cookie Compliance
Google Analytics

Close your account?

Your account will be closed and all data will be permanently deleted and cannot be recovered. Are you sure?