Insight into usage and attitude surrounding your product through U&A research

This type of research is particularly common in the retail and FMCG sectors. Usage and attitude research is conducted when there is a need to understand how specific products are viewed and evaluated. By investing in a strong relationship with your target group and translating insights into concrete actions, you increase the relevance of your product range and ensure tangible results. In most cases, this involves research into the product category, such as the candy category in the supermarket.

“We engaged Markteffect to evaluate our marketing strategy, a comprehensive assignment. Markteffect bridged the gap between theory and practice for us by investigating the drivers and barriers of Jos Poell customers. The research was specifically tailored to our category and industry. However, the collaboration between Jos Poell and Markteffect extended beyond mere research; thanks to their objective and critical perspective, they proved to be the ideal sparring partner.”
Cyrille Berger, Marketing Manager Jos Poell

How is a usage and attitude survey conducted?

A usage and attitude survey provides insight into knowledge, attitudes, and behavior. It is a survey of the general assessment and use of a specific product or product category. It focuses in particular on the product, its use, and shopper segmentation. All relevant information about the product or category is requested.

• Product: Refers to "what." All relevant information about the product or category is requested.
• Channel and usage: Refers to "method." How is the product or category purchased and used?
• Shopper segmentation: Relates to "who." Who is the shopper and who is the user? Can we distinguish differences in attitude and behavior?

Depending on your target group, we will determine together how the research will be conducted. The fieldwork method can vary for each study. This depends mainly on your target group. We mainly conduct consumer research through online surveys, and if your target group consists of business decision-makers, the fieldwork will often take place via telephone surveys or our own target group panels. However, because U&A research often focuses on drivers and barriers, it often has a qualitative component as well. Examples include group discussions or an online community.

We have access to an extensive consumer panel and a large panel of participants from the business community. The large size of the panels ensures that participants can only take part once a year. This keeps your research results relevant and accurate. Of course, we can also conduct usage and attitude research based on your own customer base. We would be happy to discuss the possibilities with you.

What makes Markteffect's U&A research unique?

Both quantitative and qualitative research are suitable research methods for usage and attitude research. Quantitative research (online) offers the possibility to test consumer behavior and perception among a large sample, whereby research results can be highlighted both at the overall level and within different (shopper) segments. Qualitative research, for example through group discussions or in-depth interviews, offers the opportunity to gain even deeper insight into consumer motives and usage.

In addition, we also offer the possibility to zoom in more deeply on the 'where' and 'why' of purchases. As experts in conducting research in the food and FMCG market, we have already carried out many U&A studies for various product categories. We know our way around this sector and therefore know exactly what to look out for.

Furthermore, a Markteffect Next Step Session (interactive workshop) can assist in correctly interpreting and implementing the results. This session is literally designed for the 'next steps' and ensures that the report can be utilized optimally, preventing it from ending up unused in a desk drawer.

What are the benefits of a usage and attitude survey?

We will consult with you to determine which aspects to focus on and which research method best suits your objectives and prior knowledge from previous studies. Using the hard figures revealed by the research, the report will serve as a guide to help your organization reach the next level. We ensure that you can make decisions based on the best and most relevant insights. The report is therefore an underlying document with advice and recommendations that reveal areas for improvement.

Ultimately, the report provides a concrete picture of your target group's level of knowledge, attitude, and behavior with regard to your product category and your brand in particular.