GAP Analysis

GAP analysis is a methodical approach to identifying discrepancies between the current state of knowledge or performance and a desired future state. In research, it involves comparing existing research findings to research questions or objectives. This process highlights areas where further investigation is needed. Additionally, gap analysis can be applied more broadly by quantifying the difference between expected and actual performance for various attributes, prioritizing areas for improvement based on the magnitude of these gaps.

With QuestionPro you can run GAP analysis on Side-By-Side Matrix question type, as shown below:

Click to download video

• My Surveys (Select Survey) » Analytics » Analysis
• Click on GAP Analysis under Analysis



• Select the question from Choose Question drop-down and click Next Step



• The GAP analysis charts will appear as shown below:




• You can download this report in formats such as Excel, Powerpoint and also print it


Additionally, by clicking on online report, you can see a detailed 'Overall Matrix scorecard' as shown below:

Customer Service Top Left Quadrant High Importance / Low Satisfaction Product Packaging Bottom Left Quadrant Low Importance / Medium Satisfaction On-Time Arrival Right Middle Quadrant High Importance / High Satisfaction

Let's take the above example. Even though “Product Packaging” has a lower Satisfaction Score here, it’s obvious from the chart that it’s of lower importance than “Customer Service.” This XY-Scatter Plot captures both the satisfaction and importance dimension in the same chart visually.