“The who-what-when-where-how dynamics of your category or market”

Studies of Awareness, Attitudes, and Usage enable marketers to quantify levels and trends in consumer knowledge, perceptions, beliefs, intentions, and behaviors (actual and intended).

Usage and attitude research (U&A) is typically used to understand consumption and market patterns and trends of any given product or service at a particular point in time.

Usage and attitude research studies investigate all aspects of the relationship between users and a specific product, service, or market taking stock of your market and allowing you to thoroughly review your product or service within its marketplace so that you can understand its appeal, strengths, weaknesses, and any gaps in the offering.

This type of research allows you to understand the strength of your presence in the market, get a clear picture of your brand’s position in the marketplace, what your consumers value, and where opportunities lie.

The key benefits of usage and attitude research are:

• Identify brand loyalty & what drives it
• Understand how behavior and usage changes by brand
• Why consumers buy specific brands (and what is distinctive about these consumers)
• Identify any gaps between needs and performance (opportunities)
• Brand evaluation against competitors
• Lifestyle, media consumption, attitudes – provide detailed analysis opportunities
• The basis for a customer segmentation study

Insights usually carry out this type of research through quantitative telephone or face to face surveys. However, the chosen methodology may vary depending on the business objectives.