Usage and Attitude surveys (U&A) investigate product usage and consumer attitude towards one or more products or a whole product category, and they may help creating strategic positioning statements and copy strategies.
For products with a benefit the questionnaire of a U & A study consists of 5 main parts:
- Audience Segmentation
- Product usage
- Attitude towards existing offers
- Attitude towards our brand, and
- Fix data
Usage is typically investigated according to:
- Frequency of use, and
The Attitude section usually covers:
- Reasons for use/non use
- Ameliorations, and
U&A studies may result expensive. If you are new to this kind of surveys consider speaking to an expert before engaging in such a project, which can easily turn in a nightmare. Do it right, and you won’t regret the investment.