Customer needs
Rate importance and satisfaction
Use a 1 to 10 scale. Decimals such as survey averages are allowed.
Free outcome-driven innovation tool
Product Opportunity Score Calculator
This calculator turns customer importance and satisfaction ratings into an Outcome-Driven Innovation opportunity score, then ranks your customer needs and flags the underserved ones.
Live ranking
Opportunity scores
- Scored
- 5
- Underserved
- 2
- Top score
- 15
#1Find duplicate feature requests quickly
Highly underserved15of 20
Importance 9 · Satisfaction 3 · Gap 6
#2Tell customers when requested features ship
Underserved12of 20
Importance 8 · Satisfaction 4 · Gap 4
#3Prioritize requests by customer revenue
Moderate opportunity10of 20
Importance 7.5 · Satisfaction 5 · Gap 2.5
#4Collect feedback inside the product
Appropriately served7of 20
Importance 7 · Satisfaction 7 · Gap 0
#5Customize the board color theme
Overserved3of 20
Importance 3 · Satisfaction 8 · Gap 0
"Find duplicate feature requests quickly" is your strongest opportunity. Important and poorly satisfied. A strong candidate for discovery and roadmap investment.
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Opportunity score formula
Score = importance + max(importance − satisfaction, 0)
Popularized by Tony Ulwick's Outcome-Driven Innovation, the formula weights importance twice when customers are unsatisfied. Needs where satisfaction already exceeds importance simply score their importance.
Example: importance 9 and satisfaction 3 gives 9 + 6 = 15, a highly underserved need.
How to read the score
- Highly underserved (15 to 20)
- Important needs that customers rate poorly. Prime candidates for discovery and investment.
- Underserved (12 to 14.9)
- A meaningful importance-satisfaction gap worth validating with more research.
- Moderate opportunity (10 to 11.9)
- Room for incremental improvement or differentiation.
- Appropriately served (Below 10)
- Satisfaction roughly keeps pace with importance. Maintain rather than expand.
- Overserved (Below 10, satisfaction above importance)
- Possible over-investment. Consider simplifying or cutting cost here.
These thresholds are common practitioner heuristics, not a universal standard. Results depend on who you survey and how you phrase each need, so use scores to guide further research rather than replace it.
Opportunity score questions
How is the opportunity score calculated?
The Outcome-Driven Innovation formula is importance + max(importance - satisfaction, 0). Satisfaction above importance does not reduce the score, so the result ranges from 1 to 20 on a 1 to 10 scale.
What is a good opportunity score?
Practitioners commonly treat 10 to 12 as a moderate opportunity, 12 or more as underserved, and 15 or more as highly underserved. These are rules of thumb rather than a universal standard, so compare needs within the same survey instead of across unrelated studies.
Where do importance and satisfaction ratings come from?
Ask customers to rate how important each desired outcome is and how satisfied they are with current solutions. Classic ODI studies convert the share of top-two-box answers to a 0 to 10 scale; average ratings from a 1 to 10 survey also work if used consistently.
What does overserved mean?
A need is overserved when satisfaction is higher than importance. Customers may not value further improvement there, which can signal room to simplify or offer a lower-cost alternative.
Is my data saved or shared?
No signup is required and nothing is sent to a server. Your rows are stored only in this browser so you can come back to them later.
Related product tools
Find underserved needs from real customer feedback
FeatureVote gives you a public feedback board where customers submit and vote on requests, so you can see which needs matter most and close the loop when they ship.
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