Usage and Attitude Studies (U&As) are strategic foundation studies 

Why U&As? 

Usage and attitudes studies help you step into your consumers’ shoes to gain a more objective understanding of the category and how your brand and competitor brands operate within this space.  The study helps you to define what your brand stands for, where the strengths and weaknesses lie and how your competitors are travelling.  They can also help to identify future opportunities for brand and innovation roadmap development. 

These studies can help you with new product development inspiration, and how to better compete in the market.  Perhaps you need to know where your next campaign messaging should focus?   

Usage and attitude studies can help provide an objective view from the consumer’s perspective and are a foundational piece of research for all brand strategy development. 

Every market is different, and these studies need to be tailored to your industry or market so you can understand the distinguishing characteristics of your brand, the different segments that exist or the most important needs of the category.   

What is a Usage and Attitude Survey?

A Usage and Attitude survey (U&A) investigates product usage and consumer attitude towards one or more products or a whole product category, and it may help with creating the strategic positioning statement and help you develop copy strategy. 

How does it work? 

There are usually key sections to a U&A Study.  These may vary according to context but the general rule of thumb is to split the study into: 

• Target or audience segments 

• Product usage 

• Need(s)/Wants 

• Loyalty 

• Frequency of use, etc 

Attitude towards existing products or offers 

• Reasons for use/non use 

• Satisfaction 

• Representativeness 

• Ameliorations, and 

• Switch 

• etc 

• Attitude towards brand and competitors 

• Demographics  

U&A studies can be expensive so a solid discovery session with experienced researchers is critical. Do it right, and you won’t regret the investment. 

WANT TO KNOW MORE? 

Using Usage and Attitude to uncover more power in your brand is worth the investment.  We can do this using desk research, team workshops and consumer co creation sessions.  If you want to know more or looking for some assistance with concept crafting or prototype testing, drop us a line at info@rubychacha.com.au , visit our website at www.rubychacha.com.au or call us on 80946800.