You are marketing a great product or service. But you have a nagging suspicion that there is still potential that can be realised. You want to know which marketing strategy will bring additional growth. We help you to find a strong marketing strategy by giving you insight into the behaviour (Usage) and stance (Attitude) of your client in relation to the category. A Usage & Attitude study highlights the five Ws (who, what, where, when and why).
For years, people believed that behaviour was driven by reason. The choice of a particular brand or product was believed to be based on what people knew about it (or thought they knew). Our experience in conducting studies, coupled with the work of people including Daniel Kahneman (Thinking, Fast and Slow) and Byron Sharp (How Brands Grow) have taught us that reality is different: many of our decisions are made unconsciously, in a split second. It is only later that we account for our actions by emphasising the actual arguments in favour. In reality, our behaviour is largely determined by the context in which we find ourselves.
So in a Usage & Attitude study, we start with the fact that it is difficult for the category user to say with any certainty what precisely motivates their behaviour. That is why we examine behaviour and attitudes from the perspective of the context in which both are generated. We look at the context on three levels:
People: standards and values, needs and motivations
Market: supply and framing (communication) within the category
Society: trends and legislation
In a U&A study, we use the following research methods: