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Usage & Attitude Studies

Usage and attitude studies are valuable tools for developing an understanding of the characteristics of the marketplace. In order to discover new opportunities for a product, the marketer needs to know the profile of the target consumer, what she thinks of the product and how she uses it. The wealth of detail provided by these large, quantitative studies can supply many of the answers.

Usage and attitude studies ask about frequency of product use, desirable attributes in the product, purchase frequency, and product strengths and weaknesses. Also included are many questions regarding the brand — questions of brand awareness, brand loyalty and brand image. Finally, consumers are asked about the perceptions and beliefs that they hold regarding the product and the brand and questions that will help develop a profile of the product user. Through the analysis of this detail, one gains insight into brand strength in the marketplace, the potential of new product ideas and areas where a product can be improved or repositioned, and problem identification.

Although usage and attitude studies are perhaps more often associated with packaged goods and products, they are also invaluable in developing marketing strategies in service categories.

An Example

Issue	A cereal manufacturer has noticed falling sales in one of its basic family cereals, but doesn’t know why or exactly which former users are no longer purchasing the product.
Solution	A usage and attitude study may show that urban adult baby boomers who used to purchase this product have switched to less sweet, higher fibre cereals. With this knowledge, the manufacturer can determine whether a new product should be developed, or whether one of the existing family products can be reformulated or repositioned to reflect the change in the target consumer.