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USAGE & ATTITUDE
Usage and Attitude (U&A) study is a popular survey-based study used in market research to help you understand your market at a deep level, understand who is buying what, from where and how often, and to explore the relationship between opinions/attitudes and consumption habits. Buyers are constantly changing the way they think about products and services – with implications for their buying behavior. Their attitudes and usage changes are shaped by not only how you interact with them (for instance, through your marketing campaigns), but also the actions of your competitors and broader shifts in the market environment. Another objective of U&A studies is to measure consumer demand for your products among a target audience – helping you to refine your positioning and product offerings, and putting you in the best possible position to drive sales.
