A Usage and Attitude (also called U&A, U and A) study is a strategic type of study which is conducted less frequently to identify the factors related to usage of a product/service and attitude of customers towards the brand.
These studies have market-wide coverage and normally cover large number of issues like frequency of purchase, frequency of use, attitude towards product/service/brand, strengths and weaknesses of offerings, lacking features etc.
Depending upon why the study is being done, it could be qualitative or quantitative in nature. It is also used to profile the users and non-users of targeted product/service. It also helps identify the barriers to adoption of brand along with the perception of existing brands.
This type of study was traditionally used for physical goods but they are equally efficient for services as well.
For a brand manager, these studies help answer following key questions:
- What should be the core of the brand?
- Why are people buying the product (any brand) at all?
- If not present, would that mean the consumer would not buy?
- How should the brand be augmented?
- What is the positioning of competing brands?
- Which attributes present the possibility of differentiation from competition?
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