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 with 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, etc.)
• Map the product or service category
o Who uses the category (target groups)?
o Which brands are used, considered, ... within this category?
o Which products and services are used?
o Where, when and how are products and services used?
o Why is the category used or not (drivers & barriers)?