A Usage & Attitude study (U&A) is a valuable tool for gaining insights into the market. This type of research provides an answer to the five Ws (who, what, where, when and why).

This rather fundamental type of research allows a company to define growth potential because it maps out which target group must be reached, in which way, and through which services, products, or messages. Usage & Attitude research is not only interesting for companies that offer physical goods, but is also useful for companies in the service sector.

Aspects of Usage & Attitude research:

  • Define the market (market penetration, frequency of use, ...)
  • Map out the product or service category


  • Who uses the category (target groups)?
  • Which brands are used, considered, ... within this category?
  • Which products and services are used?
  • Where, when and how are products and services used?
  • Why is the category used or not (drivers & barriers)?
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Flexible and accurate research agency. With DataSynergy you are sure of a very good project follow-up from start to finish. We like to work with DataSynergy because they are extremely flexible, accurate and manage to think along and bring stories from the obtained data.- Tamara VAN WEVERBERG - Customer relations - Customer Insights Expert
All our projects with DataSynergy have proven to be successful: we particularly appreciate the empathy in the contact, listening to our needs, as well as the real quality of the analyses and the respect of the arrangements (timing, budget, ... ). DataSynergy is one of our trusted partners.- Valérie BLANPAIN – Head of Marketing Research Colruyt Group
An agency such as DataSynergy is a breath of fresh air in the current landscape of large research agencies. Every time we collaborate with DataSynergy they are involved as real partners in the research project: they think along creatively and in depth about how to convert complex business questions into a research design, they link to previous research, perform statistical analyses keeping in mind the pragmatic usability of the results and help make the results clear for management and the wider company in a professional manner. Moreover, their thorough knowledge of market research, enthusiasm and high reactivity ensure that we are very happy to work with DataSynergy.- Karin Schreurs - Terminal Manager - Brussels Airport Company