A Usage and Attitude (U&A) study is a type of quantitative market research that helps businesses understand how consumers use their products/services and what attitudes they hold towards them. It provides a comprehensive picture of consumer behaviour, usage patterns, brand awareness and perceptions.
Key questions a U&A study answers:
- Who is using the product/service? (Demographics and psychographics)
- How often and in what situations is the product used?
- What are the attitudes towards the brand and competitors?
- What are the drivers of purchase and switching?
- What is the brand's market share and penetration?
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