Opportunity Scoring Calculator

Prioritize your roadmap

Rate this feature based on customer feedback:

How much do customers care about this outcome?
How well is this need currently met (by you or competitors)?

What is Opportunity Scoring?

Opportunity scoring identifies features with high customer importance but low current satisfaction - the biggest gaps represent the best opportunities.

Formula (ODI Method):

Opportunity = Importance + (Importance - Satisfaction)

When Importance > Satisfaction, the gap adds to the score. When Satisfaction > Importance, it's already over-served.

Score Interpretation:

  • 15+: High opportunity - underserved need
  • 10-15: Moderate opportunity
  • <10: Low opportunity - appropriately served

The Opportunity Landscape:

Features in the top-left (high importance, low satisfaction) are gold. Bottom-right (low importance, high satisfaction) are over-served.

Other Prioritization Methods

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Frequently Asked Questions

How do I gather importance and satisfaction data? ▼
Survey your customers! Ask them to rate: (1) How important is [outcome] to you? (2) How satisfied are you with current solutions for [outcome]? Use a 1-10 scale and average across respondents. You can also infer from support tickets, feature requests, and user interviews.
What's the difference between ODI and other methods? ▼
Outcome-Driven Innovation (ODI), developed by Tony Ulwick, focuses on customer outcomes rather than solutions. It identifies gaps between what customers want to achieve and how well current solutions help them. This leads to innovations customers actually need, not just features you think they want.
What if satisfaction is higher than importance? ▼
This indicates an "over-served" need - you or competitors are already doing more than customers care about. Don't invest more here. In fact, you might be able to simplify or remove features in this area without hurting customer satisfaction.
How does this compare to RICE? ▼
RICE focuses on business impact and implementation effort. Opportunity scoring focuses on customer needs and gaps. They're complementary - use opportunity scoring to find what to build, then RICE to decide when to build it based on resources and expected business impact.

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Founder & Digital Consultant