Usage & attitude research is valuable to get to know your market. It provides answers to the 5 W’s (who, what, where, when and why).
This type of rather fundamental research allows your company to define its growth potential; it maps out which target group must be reached, in which way, and through which services, products, or messages.
Usage & attitude research isn’t just of interest to companies that offer physical products, but it is also useful for companies in the service sector.
Different aspects of Usage & attitude research:
o Who uses the category? (target groups)
o Within the category, which brand are most used or considered?
o Which products or services are used?
o Where, when and how are products and services used?
o Why is the category used or not used? (drivers and barriers)
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