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

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

This presentation uses sample U&A output from a restaurant study conducted by MMR Strategy. Identifying Growth Opportunities with Usage and Attitude (U&A) Studies 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

 

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