The 4 Factors of the Digital Satisfaction Index™

The Digital Satisfaction Index™ (DSI) has allowed us to uncover unique findings about numerous consumers. Part of our research process for the Digital Satisfaction Index™ included conducting in-person consumer interviews and probalistic/non-probalistic surveys.

For this first global initiative of the Intent Lab™, four main factors were determined and used as a source of measurement throughout our analysis.

4 Factors Infographic

Each factor was given a score on a scale of 1 to 100. The overall DSI™ score is a representation of user satisfaction, based on each factor. The index score represents how satisfied users are with each factor, weighted by the importance of that factor. Importance is determined by the average of the user’s self-reported rating and a regression-derived importance weighting.

DSI equation


Through the testing process, we discovered that the four main factors (Trust, Utility, Privacy and Social) were rated most important to consumers; they are a true measurement of how consumers enjoy their digital experiences.

Additionally, four auxiliary factors were determined based on consumer responses. These Factors were not rated as most important, but still had a significant impact. They were also not calculated into the DSI™ scores because they were found to have significant overlap with one or more of the primary factors or had a low level of influence on overall satisfaction:

  • Entertainment: this describes how enjoyable or fun users find their online experience.
  • Information: this measures whether consumers find information they receive to be overwhelming or to be relevant.
  • Personalization: this measures how consumers find their online experiences tailored to their needs, wants and interests.
  • Recommendation: this represents how useful users find recommendations from others to be in their online experience.

Considering the Factors and demographics, satisfaction varies widely across different groups of people, and for different reasons. All users have varying opinions on how they interact with brands and how brands connect with them. By using the DSI™ as a marketing tool, brands can have a better understanding of how to create meaningful experiences for the consumer and maximize brand engagement.

To learn more, download a copy of the Digital Satisfaction Index™ or contact us.

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