Usage & attitude research

In connection with the introduction of adjustments in the consumer properties of goods or the development of new products, many companies apply the U&A methodology. This is a comprehensive market research, which allows to study in detail consumer habits and preferences related to the researched product category and its highest-rated brands.

This study is extremely important to stabilize the competitiveness of the enterprise, to optimize the marketing mix and increase profits, as well as to minimize the risk that is caused by poor product positioning, miscalculations in planning and mistakes in the marketing campaign.

What does Usage and Attitude Study include?

This comprehensive market research method includes:

• studying the awareness of potential consumers about the company, as well as its products;
• identifying market opportunities (assessing market capacity and size);
• measurement of volume and frequency of consumption;
• assessment of buying behavior;
• SWOT - an analysis of the pros and cons of a particular product;
• market segmentation;
• assessment of advertising campaign;
• analysis of consumer attitudes towards the brand image;
• determination of tools for reaching priority segments.

Segmentation of consumers allows you to analyze the main indicators of brand health, calculate the importance of factors in choosing a product in each segment. Based on the information received, it is possible to determine not only the key segment, but also to build a strategy for interaction with each segment. In a number of cases, the information received indicates the need for rebranding.

What information is obtained in the process of Habits and Preferences Research?

The Usage and Attitude survey provides the following information:

• awareness of brands in a category (prompted, spontaneous);
• assessment of the attitude towards the company's products, revealing brand advantages and disadvantages;
• knowledge of brand advertising to evaluate the effectiveness of the advertising campaign;
• purchase and consumption (volume, frequency, place of purchase, etc.);
• features of the purchasing decision-making process, consumers' attitudes towards prices.
• description of the potential customer portrait (psychological factors, socio-demographic profile).

The main data collection methods used in the habits and preferences research are focus groups, hall tests, in-depth interviews, surveys at the place of residence and at the point of sale.

You can order a U&A study in the ResearchView agency, by calling the contact phone number or by leaving a request in the feedback form. Our managers will call you back after processing your application.