It all lies in what they do and how they do it!
It all lies in what they do and how they do it!
Usage and Attitude studies have helped marketers understand their category in terms of consumer need gaps, challenges, brand awareness, brand usership, brand perceptions, beliefs, and behaviors. These studies help clients understand their current presence in the market and competition strength and weakness, thus allow to draw a relevant brand strategy. Understanding the category’s usage and attitude is typically the point where one starts. It helps the client understand how the category is progressing and how the consumer mindset is changing. Tapping on these changing
trends and offering products that match them is ultimately the outcome of a successful usage and attitude study. U&A studies aim to understand the consumer decision-making process in terms of awareness, familiarity, consideration, purchase, and finally, loyalty.
Marketers should be able to bring their brands and products to consumers at each of these stages of the funnel. Hence, it is essential to understand the consumer mindset at each stage. This is where a usage and attitude study comes into play.
Q&Q over the last several years has worked on numerous categories to study the usage and attitude of consumers. Some of these categories include –
- Nutritional drinks
- Probiotic drinks
- Pre-mixed drinks
- Confectionery
- Pickles and Condiments
- Bread / Cake / Biscuits
- Skincare
- Hair Colour
- Toiletries
- Laundry Products
- Flooring Materials
- Mattress
- Edible Oil
- Music Applications
- Sanitary Napkins
- Diapers
- Tea/Coffee
- Lubricants
- Retail Markets
- White Goods
- Agrochemicals
- Agri-Machinery
- Animal Vaccines
- Term Insurance
Methodologies we use :
- Focus Group Discussion
- In-depth Interviews
- DYADS
- TRIADS
- Quantitative Face to Face Interviews