The vLens is a dynamic Venn diagram where your customers’ choice factors are visually mapped to serve as a launch point for your strategy conversation.

The vLens shows you exactly where you stand compared to your competition in the eyes of your customer. Mapped on the vLens are the individual choice factors that you defined when creating your growth case. Choice factors are specific characteristics of the product or service that may lead someone to choose one product over another. The location of the choice factor pins illustrates the relative importance of that factor to the customer and the perceived performance of your company and the competitor.

These two question types feed the vLens. As responses start coming in, (and they will almost immediately!) an algorithm sorts the data and populates the vLens. Every pin represents a choice factor and they will fall onto the model based on how important that factor is to the customer’s decision and how closely they associate you to the factor vs. your competition. This is exciting because it’s complex, valuable information presented intuitively so your team can stop wasting time in interpretation mode and spend more time in growth mode. No second guessing. No leaps of faith.

Hover over pins to see the choice factors listed to the right or click Labels to show them all on the screen. You can also change the view of your vLens to further analyze your data by switching between the competitors, demographic segments and internal vs external responses.

Filter Overview


At the top right of the page there are two icons that can be opened via clicking either the funnel or the eye icon:

  1. Clicking the funnel icon opens up the filter menu for the vLens. This allows for various forms of segmentation, data manipulation, and the ability to customize the view and content of the vLens. It will also give you a greyed out button that says “Current View” along with the current sample size (n number) for the view you have enabled.
  2. Clicking on the eye icon opens up a Current View menu that displays the details of the current view of your vLens, as well as pertinent importance values with regards to the Choice Factors that are visible within your vLens.  There is also a greyed out button for the Filters Menu in the top left that will take you back to the filters menu at any time.

Funnel Filter: If you click on the funnel, the Filter Menu pops ups on the right-hand side of your screen, giving you the ability to filter data by Respondent, by Presets and by Choice Factors.

  1. Filter by Respondents:

    • Select the check boxes to filter the vLens by Internal, External or by specific social media respondents.
    • Select the Competitive Offerings to compare in the vLens. You can compare competitive offerings through the establishing which offering falls into the Blue and the Red circles, allowing you to compare your competitors against your product, or conversely, compare competitors against other competitors to gauge strengths or weaknesses in a different light.
    • You can select the Date Range to see respondent data between specific time frames of when the survey was fielded.
    • You will need to APPLY the filters in order to load the vLens based on the filtered data.
  1. Filter by Preset Customers:

    • If you have previously saved and loaded Preset Customers, you can select them directly here in the dropdown under Preset Customers. Just select the Preset and click on APPLY.
    • If you do not have any Preset Customers, you can still manage to filter the respondents by any of their responses manually by going under the first drop down and selecting “Filter Customers Manually”.
    • This will bring up a new menu underneath where one can expand each question and filter respondents by their selection or answer selected.
    • Once all selections are done, click APPLY.
    • You can also save the filters applied manually by typing in a new “Preset Customers Name” and by selecting SAVE.
    • Once a new Preset is saved, you can access the newly saved preset across the application
    • Additionally you can establish Optional Data to apply to the segmentation of your data within the Optional Data menu.
    • You can load Discovered Choice Factor data, which will load all responses generated via the write-in Choice Factor option.
    • You can also load the incomplete survey responses by selecting the Show Incomplete’s checkbox.
  1. Filter by Choice Factor

    • You can also filter the vLens data by specific choice factors. Select the “Show All Labels” to display all the choice factors of the growth case.
    • You can clear any filter selected by selecting “Clear All”.

Current View: The Current View is broken up into two tabs, and it contains all of the current data that is being displayed visually on the vLens. You establish this in the Filters Menu either via manual segmentation, or loading a Preset Customer.

  1. The first tab contains information on the types of respondents you are choosing to show, as well as the sample size (n number) associated with those respondents. You can include optional data as well. Additionally it will show all segmentation that is applied to the current view you are visualizing on the vLens at the time.
  1. The second tab contains every Choice Factor that is visible on the vLens, as well as their overall importance score, as rated by your respondents, and they are listed in the order in which they are important to the customer, and bracketed into categories of High, Medium, or Low importance, depending on their previously mentioned score.

vLens Zones Info & Choice Factor Pins Info

In the vLens, the Yellow, Orange, Grey and Green zone represents the factors that customers value more. Whereas the Blue, Purple and Red zones represents the factors that the customer value less.

Yellow Zone

Factors your customers believe neither you nor the competition are delivering on. This represents your customer’s unmet needs and shows your “white space.”

Tactic: Correct misperceptions and innovate new solutions around unmet needs.


Orange Zone

Factors your customers believe the competition is delivering better than you. This is your competitor’s competitive advantage.

Tactic: Potentially neutralize by attempting to change customer perceptions regarding the value of this factor


Grey Zone

Factors your customers believe you and the competition are delivering equally well. These are points of parity between you and the competition.

Tactics: Differentiate yourself from the competition. At a minimum, monitor and maintain attributes at competitive levels because customers have come to expect these factors.


Red Zone

Factors your customers believe the competition is delivering better than you. These represent your competitor’s points of non-value.

Tactics: Potentially leverage and exploit value the competitor thinks is important but is not.


Purple Zone

Factors your customers believe you and the competition are delivering equally well. These are points of low value for both you and your competitor.

Tactics for Blue and Purple Zones: Potentially reduce, remove, or reveal value that resides here. Could lead to cost-savings or reveal value that is not well-known but potentially important.


Blue Zone

Factors your customers believe you are delivering better than the competition. These are YOUR points of low value.


Choice Factors Pins Info


Each pin on the vLens denotes a specific choice factor. The choice factor pins are placed on the vLens based how the customer valued that factor.

  1. To reveal more information, just select or hover above a choice factor pin and you will get details information. Including the choice factor, its overall importance, your rating and your competitor’s rating.
  2. Each zone also reveals more information like overview of all the choice factors in that zone. Just hover above any zone to see this information.
  3. The position of the choice factor will enable you to strategize based on the zone it falls under. See the diagram below on how to use color zone to strategize using vLens.

vLens Zones Meaning