Usage & Attitude: Who does what, why and with what?
Can a product generate sufficient user experience, identification, and thus binding? How can present non-users be activated? We identify the needs and interests of past users and non-users, their perception of brands and products in a market.
The objective of a usage & attitude study (short: U & A) is to collect comprehensive information about consumer needs and attitudes, their knowledge and use of certain products and brands in the product category.
Usage & attitude studies complement the mere purchase data from a consumer panel by analyzing the use of products and brands. U&A studies improve market analysis, market segmentation and help discover so-called “white spots” – markets that have been hardly served.
U&A helps to understand market mechanisms under which products are selected by their users and illustrates the main factors that determine the purchase of brands and products.
As baseline studies, these studies provide valuable insights for product development, niche market identification and the development of targeted communication approaches.
CLASSIC QUESTIONS OF A U&A
- What are the areas and purposes a product or a brand is used for?
- Do consumers use a product/ brand in different ways?
- Do consumer groups use a product / a brand more or less often? Are there different patterns of typical usage?
- Is the product used in combination with specific other (competitor) products? Is there any mutual exclusion?
RELEVANT EVALUATION CRITERIA OF A U&A
- Brand/ product awareness and advertisement recall
- Usage and usage frequency
- Image/ product and brand satisfaction
- Optimization requests / trends from the consumer perspective
QUALITATIVE AND QUANTITATIVE U&A STUDIESA qualitative approach is typically selected if consumer motivation and background underlying the market mechanism and purchase decision need to be analyzed or are unknown – like in a new market, for example.
Here it’s particularly important to understand the criteria of the purchase or the use of certain products and brands. A sophisticated and open-minded approach is necessary to accomplish this goal.
In contrast, a quantitative U & A study grants a valid and representative overview of consumer needs, preferences, and their product and brand knowledge. The relevant market segment is presented rather descriptively.
The information about the background of certain usage and purchasing patterns is usually not as profound and exhaustive as in a qualitative approach. The advantage of a quantitative U & A is naturally the representative number base which allows for cluster analysis and segmentations and provides therefore more information about the structure and composition of target groups.
In order to consider both qualitative and quantitative aspects, the classical approach is the implementation of usage & attitude study in two steps:
1) Group discussions or workshops to generate qualitative information and hypotheses
2) Personal interviews (online or offline) with a structured questionnaire for validation in a representative sample
MWResearch has many years of experience in usage & attitude studies in various market sectors and products; usually, these studies are conducted in conjunction with SWOT analyses, segmentations and multivariate techniques such as mappings (MDS, multidimensional scaling), factorial and regression analyses.