MMR Strategy Group’s Usage and Attitude (U&A) studies measure and analyze consumer attitudes and usage behaviors for specific brands, categories, or markets.
Clients refer to these types of studies by a variety of names, including Usage and Attitude (U&A) study, Attitude and Usage (A&U) study, and even Awareness, Attitude and Usage (AA&U) study. No matter which name you prefer, we believe that the study must provide strategic advice to guide the development of brands and businesses by identifying opportunities to expand reach, attract new consumers, improve product positioning, and product and service features.
U&A studies are related to tracking studies, which track variables over a longer period of time.
Usage & Attitude studies provide information essential to identifying opportunities for growth. U&A studies identify marketplace opportunities by answering questions relating to:
- Brand image: What is the image of our brand? How does it compare with competitive brands?
- Brand Performance: How does our brand perform against competitive brands, particulary in key market segments, such as with specific retailers, channels, or customer segments?
- Customer Demographics and Behaviors: What are demographics and behaviors of customers in the marketplace? How is the product purchased and used? What is the profile of high-potential prospects or of frequent customers? Are changes in buying behavior favoring our products, or suggesting new opportunities?
- Customer Needs and Satisfaction: How are customer needs changing in the marketplace? Are customers satisfied with our brands or with competitive brands? Where are customers most and least satisfied?
- Advertising Effectiveness: What is the effectiveness of our advertising, promotions, or other marketing communications? What media are most effective? Does advertising drive awareness, consideration, purchase, repurchase, or other marketplace metrics?
MMR Strategy starts our Usage & Attitude studies by identifying a series of key variables, hypotheses, and questions that relate to customer attitudes and behaviors. Designed well, a U&A study should provide data and insights to identify marketplace opportunities.
MMR Strategy helped an insurance services client improve their customer experience by addressing areas of concern in the purchase cycle.