A usage and attitude (U&A) study involves research which aims to ‘understand a market’ and identify growth opportunities by answering questions on whom to target, with what and how. By getting insights in the drivers and barriers to product usage you will identify opportunities for innovation
The setup of an U&A depends on your business objectives and therefore is customized . It’s your task to set clear objectives so that the study remains focused. Typical U&A topics are:
- Size of the market (e.g. category penetration, usage frequency, etc.)
- Shopping Behavior
- Category understanding’ (e.g. who uses, what/when/where /how, category dissatisfactions, etc
- Understanding brands (brand penetration, brand perceptions, brand choice drivers, etc.)
- Information for targeting .