U&A Research – Consumption Habits and Attitudes Across Categories

U&A (Usage & Attitude) studies are a vital research tool for understanding consumer behavior, perceptions, and attitudes within various market categories.

These studies are typically conducted prior to entering a new market or when a category needs to be re-evaluated—whether to identify business opportunities, uncover growth drivers, or gain a deeper understanding of consumer behavior in the category.

A U&A study generally answers the following key questions:

• Consumption Habits:
  What is the frequency of use? Why, where, and how are products or services being used?

• Attitudes and Perceptions:
  What do consumers think and feel about products, brands, and competitors? What motivates or prevents them from using them?

• Customer Segmentation:
  Who are the consumers? Can they be segmented into distinct groups—and what defines these segments?

• Identifying Growth Drivers:
  What trends and changes in consumer behavior are influencing category and brand performance? Is there potential to enter new markets or expand existing ones?