Usage & Attitude
Figure out what drives consumer attitudes, behaviors, and preferences.
What Is It?
Usage and Attitude (U&A) studies are all about understanding your market and the consumers within it. It’s a solid way to explore their attitudes and opinions about you and your competitors. And dig into their usage of the products in your space and discover what drives their behavior.
Why Use It?
How to Leverage It
Objective Setting
U&A studies are most effective when they tackle knowledge gaps. Think about what you don’t know about your market and the people and companies in it. You could look to understand new market opportunities, learn how you stack up against competitors, and understand the drivers of usage and the behavior that occurs as a result. Focus on what makes sense for your business.
Determine Audience
Target an audience that is already active or could become active in your space. Then get granular with sub-groups like customers, competitors’ customers, users of specific products, or demographic-based segments.
Write your questions
Tie questions back to those objectives. If you’re building a broad category understanding, ask open questions that help you understand the characteristics and behaviors of typical consumers in your space. Need to understand a market opportunity, ask about when, where, how and why people buy and use products in your market.
Taking action
Traditionally, U&A studies fall down when it comes to taking action. But they shouldn’t. Regardless of the focus of your study think about how you can use the insights, trends and patterns you’ve uncovered to shape both current products, services, packaging and promotions. And how you can apply this intel to future strategies so you can blow the competition out the water.