Consumer, Usage and Attitudes is a type of market study that contemplates many aspects associated with a product or service, as well as external aspects that may influence the consumer's perception.
What information are you looking for?
1. Consumer habits
When do you consume?
Where do you consume?
Why do you consume that product?
How do you consume?
Who do you consume with?
What are the options of use?
Where do you buy?
How much do you buy?
When do you buy?
2. Knowledge and recall of the service or product
Top of Mind
Total spontaneous recall
Aided recall
Distribution knowledge
Advertising recall
3. Attitudes towards the product or service
General perception
Satisfaction level
Product loyalty
Aspects you liked
Aspects you disliked
Aspects to be improved
4. Industries for which this type of study has been carried out
Financial/banks
Insurance
Cigarettes
Pharmaceuticals
Supermarkets
Courier or express airmail
Personal hygiene
House cleaning
Dairy products
Beer
Liquor
Drinks
Candy and chocolates
Coffee
This study allows statistical cross checks by gender, age, and educational and socioeconomic level, among others. In those cases where similar studies from previous years exist, it allows comparisons in order to track trends over time.
It also allows a clear and objective appraisal of the current status of a particular product or service, as well as an evaluation of what comparative advantages it has over the competition. The study can also detect problems that could be important for the brand in the medium term (1-3 years).
It allows the researcher to know if the advertising product and presentation meet all of the customer's expectations or if shortcoming(s) exist.
