Marketing Research

[Presentation] Identifying Growth Opportunities with Usage and Attitude (U&A) Studies

Usage and Attitude

Usage & Attitude (U&A) studies are one of the fundamental building blocks of marketing researchers and consumers insights departments.

Also known as Attitude and Usage (U&A) studies, or even Awareness, Attitude and Usage (AA&U) studies, these types of studies are one of the most commonly used outputs from consumer insights groups because they are the most helpful in developing marketing strategy.


U&A studies help marketers to better understand their customers’ knowledge, perceptions, intentions, and behaviors. They provide information on consumer usage, purchasing habits, and attitude toward products and brands. Most importantly, U&A studies allow marketers to measure what consumers do, as opposed to simply relying on what consumers say.

Using sample U&A output from a restaurant study conducted by MMR Strategy Group, this presentation shows how U&A results can help marketers to:


  • Analyze consumer buying behavior by key steps in the buying process, such as awareness, consideration, and purchase
  • Make comparisons with key competitors
  • Understand the shopping cycle in an industry
  • Measure unaided awareness by customer type
  • Evaluate how different types of customers rate you and your competitors
  • Identify key opportunities, with visual tools such as quadrant maps

Click here to access the presentation.

Bruce Isaacson, President
Dr. Bruce Isaacson
MMR Strategy Group

© Copyright MMR Strategy Group, May, 2012. All rights reserved.
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