“Usage and attitudes studies” are a kind of market research that investigates customers’ attitudes and beliefs about a product or service .
Usually, a company’s marketing, product development, and market research teams are in charge of carrying out usage and attitude surveys. These groups are in charge of obtaining information, evaluating the findings, and recommending solutions to the business.
Informed choices regarding product development, marketing, and sales tactics are made using the data acquired from a usage and attitude survey. When a firm is introducing a new product or service or thinking about altering an existing one, it may also carry out a usage and attitude survey. A brand may also periodically carry out a usage and attitude survey to track shifts in perception and usage over time.
Both quantitative and qualitative research approaches are usually used in a U&A study. To collect information on usage patterns and opinions, quantitative methods often involve the use of closed-ended and multiple-choice survey questions. Qualitative techniques, like focus groups and in-depth interviews, can shed light on the reasons behind consumers’ particular beliefs and actions. U&A research can be done on a narrow target group, like existing product users, or on a larger population, like all of the customers in a certain market.
U&A studies may help brands in a variety of industries, such as consumer goods, healthcare, technology, and services. They are frequently used to get input on concepts or prototypes early in the product development process, and later to track performance and pinpoint areas that need work.
What is the background of studies at U&A?
Studies on usage and attitudes have a long history dating back to the early 1900s. George Gallup carried out the earliest known survey in the 1930s, when radio and television were just being started. Broadcasters and advertisers needed to know how viewers interacted with these new media and what they thought of the ads and shows.
A small sample of viewers or listeners was usually invited to complete a survey or take part in a focus group as part of the initial U&A studies, which were rather straightforward.
The main goal of these early studies was to collect data on viewing or listening habits, including the frequency of program viewing or listening and the kinds of programs that were most popular. Demographic data, including age, gender, and occupation, were also collected.
How do U&A studies help brands?
A brand can benefit from a well-conducted usage and attitudes study in a number of ways. For instance, it can offer insightful information about the wants and needs of customers, enabling a business to more effectively focus its marketing campaigns and create goods that satisfy those demands. Additionally, it can assist in spotting any problems with a product or service so that a business can fix them before they become serious ones.
Usage and attitudes studies are done by brands to learn more about how consumers use and perceive their goods and services. Strategic decisions can then be made using the data gathered from the study.
When is a brand not supposed to do a U&A study?
A brand may decide not to carry out a usage and attitude survey for a number of possible reasons.
- Cost: Conducting usage and attitude surveys can be costly, and some brands with tight budgets may not be able to afford them.
- Absence of relevance: A company should be more concerned with learning how its goods and services are utilized and viewed. Otherwise, there might not be a good cause to carry out a study on attitudes and usage.
- Limited sample size: It could be challenging to collect a representative sample for the study if a company has a tiny target audience, which could reduce the value of the findings.
- Limited resources: It takes a lot of time and money to conduct a usage and attitude study, and a brand may need to invest more in the project.
- No plans for change: A brand may not feel the need to perform a use and attitude research if it is satisfied with the way its product or service is currently being used and perceived.
A brand may also decide to conduct a different kind of research to give them the necessary information. Several types of research can be used instead of a usage and attitude study. Some examples include:
- Market Understanding: Understanding the market for a good or service is the main goal of this kind of research, which also includes data about the target market, rivals, and general market trends.
- User Research: Usability testing, focus groups, and user interviews are some of the methods used in user research, which aims to understand how people interact with a product or service.
- Surveys: A lot of people can provide a variety of information through surveys. Both closed-ended and open-ended questions can be found in surveys.
- A/B testing: This technique enables companies to evaluate two iterations of a product or service to determine which one works best.
- Analytics: Brands can use analytics tools to track user behavior, such as how often a product is used, how long users spend using it, and which features are most popular.
- Social Listening: This research focuses on tracking and analyzing what people say about a brand’s product or service on social media platforms, blogs, forums, and review sites.
Depending on the research question, a combination of different research methods may be used to get a comprehensive understanding of a brand’s product or service.
What does a U&A study typically look like?
The purpose of a U&A study is to gather data on the target audience’s usage patterns, attitudes, perceptions, and general level of satisfaction with a good or service. A brand can benefit greatly from this kind of research in a number of ways, including pinpointing areas for development, creating fresh marketing plans, and assessing the success of current initiatives.
A clear research plan, a representative sample of participants, and the use of suitable research methodologies for data collection and analysis are essential when performing a usage and attitudes study. Being open and honest about the study’s limitations and possible sources of bias is also crucial.
The stages of conducting a usage and attitudes study typically include:
- Defining the research objectives and developing a research plan
- Identifying and recruiting participants
- Collecting data through surveys, focus groups, or interviews
- Analyzing the data and interpreting the results
- Communicating the findings and making recommendations for action
Depending on the size of the target market, a typical usage and attitudes research will include a sample of participants, typically between 100 and 500. A mix of quantitative and qualitative research techniques, including surveys, focus groups, and interviews, may be used in the study.
A usage and attitudes study’s duration can change according on the study’s goals, sample size, and research techniques. It could take weeks or months to finish a normal study.
Questions typically asked in a usage and attitudes study include:
- How often do you use the product/service?
- How satisfied are you with the product/service?
- What are the main benefits of the product/service?
What outcomes can a brand expect from a U&A study?
A brand can hope to gather several key insights from a usage and attitude study:
- Usage patterns: Information on how often, where, and why a product or service is being used, as well as the demographic characteristics of users.
- Attitudes and perceptions: Information on how users feel about a product or service, including their level of satisfaction, loyalty, and likelihood to recommend it to others.
- Brand awareness and perception: Information on how aware users are of the brand and what associations they have with it. (Also read “The essential guide to brand awareness research” here.)
- Purchase behavior: Information on where and how users purchase a product or service and the factors that influence their purchasing decisions.
- Competitive landscape: Information on how users perceive a brand’s products or services in comparison to those of competitors.
- Marketing effectiveness: Information on how well existing marketing campaigns and advertising efforts resonate with the target audience and how they can be improved.
- Areas for improvement: Identifying areas where the product or service can be improved to better meet the needs and wants of users.
Overall, a usage and attitude study can provide a brand with valuable insights on how to improve its product or service and how to better target its marketing efforts to reach its target audience.
Should I outsource my brand’s U&A study?
The advantages of conducting a usage and attitudes study in-house include:
- Direct access to company data and knowledge
- Greater control over the research process and ability to tailor the study to specific company needs
- Cost savings as no external agency is needed.
The disadvantages of conducting a usage and attitudes study in-house include:
- Limited resources and expertise in research methodology
- Lack of objectivity and potential for bias
- Limited sample size, which can affect the representativeness of the results
A more accurate and representative study can be ensured by hiring an outside market research firm, such as RESEARCH4INSIGHTS, to handle your brand’s U&A survey. This agency can also provide additional resources and research methodology expertise. We can assist you assess whether a U&A study is appropriate, refine your research questions, and find solutions that will revolutionize your brand.
