Measuring customer needs and product usage
Can a product create sufficient experience, identification and thus loyalty? How can previous non-users be activated? We determine the needs and interests of users and non-users, their perception of brands and products in the market.
The objective of a Usage & Attitude study (U&A for short) is to gather the most comprehensive information possible on consumer needs and attitudes, as well as on knowledge and use of specific products and brands in a product category. In doing so, we not only look at the conventional use of a product, but also uncover any “creative misuse” recognizable only in the context of usage, i.e. an improvised use, which can provide information about alternative uses through to ideas for product improvements and new developments.
Usage & Attitude studies supplement the pure purchase data from a consumer panel by referring to the use of products and brands. They are used for market analysis, market segmentation and the identification of so-called “white spots,” market areas that have been little served to date.
U&A helps understand market mechanisms under which products are selected by consumers and clarifies the main influencing factors that determine the purchase of brands and products.
As baseline studies, these investigations provide valuable insights for product developments, for identifying niches and for developing targeted communication approaches.