Usage and Attitude study (U&A)
Identify development opportunities by understanding how consumers perceive and use your products
A usage and attitude study gives a real time understanding of how products are perceived and used by the consumers. By being aware of your products’ perceived trends in the market, you will be able to strengthen your market position by promptly undertaking products/services innovation or other initiatives.
Key insights
By performing a usage and attitude study, you will gain actionable insights that will allow you to:
Uncover usage patterns, products/services/category attitudes and unmet consumer needs
Identify opportunities for product development and optimization
Find inspiration to initialize new concept ideation processes, new campaigns or the upgrade of existing products
Improve your decision-making and optimize your marketing approach according to actual attitudes within your target group
Example of simple driver analysis
Technical set-up
Usage and Attitude studies’ set-ups are related to the client objectives. The surveys can include questions on consumption habits, category usage profiles, brand funnel, brand image and category entry points.
Segmentation analysis is used to analyze the results, additionally other modules (e.g. Diver analysis, TURF analysis) can be included to gain deeper insights.
Data analysis and reporting
To define different consumer groups, a segmentation analysis is performed based on different consumption habits. The results:
Highlight different targeting needs
Add additional insights on perception and needs for each group
Additional analysis:
Driver analysis on specified product or brand key metrics (e.g., consideration or familiarity) to gain deeper insights into specific business questions
TURF analysis to understand possible existing product range extensions
Example of consumption habits (time)
