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Usage & Attitude Survey Research Explained
Unlock your market by identifying any growth opportunities through actionable insight to transform your brand’s journey to growth.
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), designed to fill any gaps your brand may have about 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 frequency
- Understanding behaviours & product usage – Who, What, When, Where, How and Why
- Understanding brands – Brand awareness, brand penetration, choice drivers and measuring brand equity
- Exploring customer needs and consumer trends
- Targeting and Segmentation – Psychological, Behavioural, Attitudinal, Demographic
Why Vision One?
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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. It’s 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 any gaps in the market.
- Strategic Decision Making: The comprehensive nature of the U&A study means that it can reliably inform business and marketing decisions related to customer targeting and segmentation, product development, marketing campaigns, and sales strategies.
Usage and Attitude typically involve creating a study designed to understand within a market what opportunities are waiting by finding out whom you should target, what product or service and how you should do it. You unlock consumers’ buying habits, what preferences they may hold and the needs they require from the market, allowing you to pivot to come up with the solution for their problems.
Why trust us with your U&A Study?
With expertise in discovering actionable results, we generate bespoke, cost-effective and vigorous research, all with one goal in mind; making your brand better. From understanding perceptions, brand positioning, awareness and profiling, we ensure the correct methodology is used to create the best results for you.
With over 20 years of experience working closely with brands, Vision One has worked with hundreds of clients and put together a team of experts to be used at your disposal. We believe communication is critical, and so during our Usage & Attitude
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