Unlock Deep Customer Insights with U&A
Usage & attitude survey research (U&A)
Experts in market and category insight, helping brands uncover growth opportunities.
Want to understand how your market really works? Our research uncovers customer behaviours, needs, perceptions, and purchase drivers, giving you the insight to spot opportunities, sharpen your positioning, and make confident strategic decisions that support sustainable growth.
Usage & Attitudues
Usage and Attitudes studies explore how customers engage with a category. They examine how often products are used, when and why they are purchased, what influences brand choice, and how different brands are perceived. These insights help businesses understand the market structure and identify opportunities for differentiation.
Category explorations
Category exploration research uncovers how consumers think about a category, including their needs, expectations, and unmet opportunities. By understanding motivations, barriers, and decision drivers, brands can identify innovation opportunities, refine their value proposition, and develop offerings that better align with customer demand.
Landscape & opportunity
Market landscape studies provide a broader strategic view of the competitive environment. They analyse key players, emerging trends, customer segments, and shifts in behaviour. These insights help organisations identify areas of growth, understand where they sit within the market, and make informed decisions about strategy, positioning, and investment.
Usage & attitude (U&A) research
The ability to spot opportunities for you to expand and grow your business opportunities through a deep knowledge of the consumers and the markets to help optimise your brand strategy.
Usage and Attitude studies are a critical part of most brands’ Consumer Research toolkit. It tends to be conducted on an ad hoc basis or periodically (every few years) to fill any gaps your brand may have in the market, product categories, behaviours, needs, attitudes, and more.
We group this into one of five categories:
- Marketing Sizing – Identifying opportunities and trends, Category penetration & usage
- Understanding behaviours & product usage – Who, What, When, Where, How and Why
- Understanding brands – Brand awareness, brand penetration, choice drivers
- Exploring customer needs and consumer trends
- Targeting and Segmentation – Psychological, Behavioural, Attitudinal, Demographic
Winners
‘Best Market Research Company’
What is a usage and attitude survey?
A U&A study, also known as U&A, explores the Who, What, Where, When and Why of consumer behaviour to a specific product or service for your total market – and not just your existing customers. These studies are largely used for:
- Market Understanding: Providing a deep understanding of the target market, customers and competitor users.
- Opportunity Identification: Helps identify potential areas for growth and improvement. Explores customer needs and behaviours, highlighting market gaps.
- Strategic Decision Making: The comprehensive nature of the U&A study means it can reliably inform business and marketing decisions on customer targeting and segmentation, product development, marketing campaigns, and sales strategies.
Usage and Attitude typically involve creating a study to understand, within a market, what opportunities are waiting by identifying who you should target, what product or service to offer, and how to do it. You unlock consumers’ buying habits, preferences, and the needs they require from the market, allowing you to pivot to develop solutions to their problems.
Why trust us with your U&A Study?
With expertise in delivering actionable results, we generate bespoke, cost-effective, and rigorous research, all with one goal in mind: making your brand better. By understanding perceptions, brand positioning, awareness, and profiling, we ensure the correct methodology to deliver the best results for you.
Recent client testimonials
Their insights and expertise greatly enhanced our performance and understanding of our brand health; Vision One are WONDERFUL to work with. Their communication, time management and dedication to question-solving are excellent!
Midea UK (Electrical Appliances)
We also loved working with all the team and we hope to work again together soon
Vision One were an absolute pleasure to work with and I would highly recommend them to anyone looking for a strategic thinking market research agency. They had great client relations, they bought creative ideas to the table, and delivered on the strategic insight we needed.
Keolis Group (Public Transport)
Thank you for all the work you have done on this project, it was a really interesting report with some insights that I think will add fantastic value to the bid. It’s been great working with you
The Cosmetic, Toiletry and Parfumery Association
We have appreciated the professional and efficient work of Vision One and the extremely informative outcomes
Dr Beckmann (Household cleaners)
Vision One offer us a quality and reliable research service which is why we return again and again! They have become a key part of our business and really understand our company and needs. Whether the project is big or small, they adapt accordingly and provide a wealth of knowledge throughout.
Silentnight (Beds, Mattresses and Sleep)
Vision One’s BrandVision has given us new and powerful insights – helping us understand our brand health and shape our strategic decisions going forward.
Customer case studies
Recent Case Studies
Your U&A research questions answered
Category and market research is beneficial for a wide range of businesses, from small startups to large multinational corporations. It helps companies understand their target audience, identify market trends, and refine their marketing strategies.
Vision one specialises in b2b and consumer industries such as fmcg & retail, finance, technology, travel & tourism, and healthcare can leverage market research to enhance customer satisfaction, improve product offerings, and make informed decisions.
By investing in U&A esearch, businesses can better align their products and services with consumer needs, ultimately driving growth and profitability.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business-to-business research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product Research
- Research Training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
Our market research methods are enhanced by advanced analytics, including sentiment analysis, regression modelling and predictive insights. This ensures a holistic understanding of your audience and market trends, tailored precisely to your research objectives. Our methodologies include:
- Accompanied Shopping Trips (ASTs)
- Behavioural Economics
- CAPI / Personal Interviewing
- Data visualisations/infographics
- Email surveys
- Ethnographic Research
- Eye Tracking
- Exit Interviews
- Focus Group & Workshops
- Online Surveys
- Mail surveys
- Mystery Shopping
- Neuromarketing
- Public Opinion Polls
- CATI / Telephone interviewing
- UX User Testing
A well-designed study provides a deep understanding of the category, including market structure, key drivers of choice, customer segments, and areas of opportunity. The result is a clear evidence base that helps marketers and category managers prioritise actions and shape future strategy.
Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle.
Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.
Vision One combines rigorous research methods with strategic insight. We don’t just map the market — we uncover the drivers of behaviour and translate the findings into clear recommendations that help businesses identify opportunities and make confident strategic decisions.
Our studies are comprehensive and bespoke to our clients’ needs – incorporating elements such as target audience research, customer segmentation, customer needs.
Through the research we do, at Vision One Research we will help you understand how consumers use the category and what influences their choices, businesses can identify gaps in the market. This could be an unmet need, an underserved segment, or a new usage occasion that opens up opportunities for innovation, positioning, or expansion.
Here are the addresses for some of the UK’s top market research companies in London, specialising in full-service research
- Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
- Kantar – 30 Stamford St, London, SE1 9LQ
- Ipsos – 3 Thomas More St, London, E1W 1YW
- Savanta – 60 Great Portland St, London, W1W 7RT
- System1 – 52 Bedford Row Holborn, London, WC1R 4LR
- Brandspeak – 1st Floor, London, W8 6SN
- B2B International – 10 Triton St, London, NW1 3BF
Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.
By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.
Need the insights to make smarter, more confident decisions?
Get in touch for a fast, tailored proposal of
email us at mail@visionone.co.uk
or call us on 0203 693 3150
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