The objective of this master thesis is to identify “key-drivers” embedded in customer satisfaction data. The data was collected by a large transportation sector corporation during five years and in four different countries. The questionnaire involved several different sections of questions and ranged from demographical information to satisfaction attributes with the vehicle, dealer and several problem areas. Various regression, correlation and cooperative game theory approaches were used to identify the key satisfiers and dissatisfiers. The theoretical and practical advantages of using the Shapley value, Canonical Correlation Analysis and Hierarchical Logistic Regression has been demonstrated and applied to market research.