How to Leverage It
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.
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.
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.