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Attitude & Usage Studies
Need a stronger base of knowledge of a brand and category? Consider a Russell Research Attitude & Usage Study (A&U).
Understanding Attitudes…by determining:
Consumer/user "needs"
Attitudes toward brands - perceived brand performance
Gaps between needs and performance
And perceived strengths/weaknesses of client brands vis-ŕ-vis competitors
Understanding Usage…by determining…
The "who-what-when-where-how" dynamics of category usage and behavior
How usage/behavioral dynamics change among brands
Why consumers/users buy specific products/services
Levels of brand loyalty and what drives it
The appropriate STATISTICAL & ANALYTICAL TOOLS allows us to identify:
Primary drivers of attitudes and behavior in a category
Unmet needs (i.e., gaps between needs and delivery/performance)
Client opportunities for growing the category or brands via:
- Improving current brands
- Identifying potential new/different positionings for current brands
- Increasing penetration of current brands
- Gaining new usage from trier-rejectors/aware non-triers or from competitors
- Developing new brands to fill the unoccupied "white space" of a category
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