Usage & Attitude (U&A) studies collect usage and attitude data from consumers on product categories, products, and occasions. They are of central importance in analysing the market potential of a product in the market niche in which it operates in terms of its prospects for success.
With a U&A study, we create a segmentation of consumers, product categories, and occasions. These are based on the attitudes and behaviour of consumers when shopping and using products. Based on this segmentation, you can create a consumer typology or develop personas and position your brand and product effectively in the market.
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