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 creating the strategic positioning statement and copy strategy.

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:

• Need(s)/Wants
• Loyalty
• Frequency of use, and
• Dosage

The Attitude section usually covers:

• Reasons for use/non use
• Satisfaction
• Representativeness
• Ameliorations, and
• Switch

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.