trends and offering products that match them is ultimately the outcome of a successful usage and attitude study. U&A studies aim to understand the consumer decision-making process in terms of awareness, familiarity, consideration, purchase, and finally, loyalty.
Marketers should be able to bring their brands and products to consumers at each of these stages of the funnel. Hence, it is essential to understand the consumer mindset at each stage. This is where a usage and attitude study comes into play.
Q&Q over the last several years has worked on numerous categories to study the usage and attitude of consumers. Some of these categories include –