Understanding when, where, why, and how people interact with a category is essential for market entry, product upgrades, and brand growth.
U&A research connects behavior (usage) with perception (attitudes), providing a comprehensive 360° view of consumers and their decision-making journey, including why they choose to buy.
Why run a U&A study?
See the full picture → Understand habits, frequencies, and occasions of use directly from real customers.
Spot barriers and frustrations → Find what prevents trial, repeat, or loyalty.
Identify motivators to switch → Learn what would make people adopt your product or shift from a competitor.
Understand brand loyalty → Measure awareness, usage, frequency, preference, and openness to switch.
Fuel strategy → Build data‑driven roadmaps for category positioning, CX priorities, and brand communication.
How the survey works
Screening & Qualification → Include only relevant category users (and optionally purchase decision‑makers).
Category Usage & Frequency → Explore how often, where, and in what context products are consumed or used.
Decision Journey → Capture triggers, where consumers search, and brand choice drivers.
Barriers & Motivators → Understand pain points, frustrations, and incentives to try or switch.
Brand Perceptions & Loyalty → Track which brands are used, preferred, and how strong or weak loyalty is.
Open Text (optional) → Add storytelling about last purchase or usage situations for richer insights.
TLDR: U&A covers who uses, how often, and where, why they choose or reject, and what would make them switch.
Audience sizes and targeting
Baseline = 300 respondents (standard package).
Targeting options:
Expand sample size for detailed cuts and higher confidence.
Drill down into heavy users, decision‑makers, or niche sub‑segments.
Run per market (one country at a time) or increase N with tags for multi‑country comparison.
TLDR: Start small at 300, scale by users, markets, or detailed cuts depending on your need.
What’s in the report
Executive summary → Bullet highlights across usage, journey, motivators, and barriers.
User profile overview → Demographics, segments, and user types.
Usage patterns → Occasions, contexts, buying vs using roles.
Decision journey & triggers → Discovery channels, comparisons, reasons for choosing brands.
Barriers & pain points → Ranked issues blocking trial or loyalty.
Motivators to try or switch → Insights into actions that can increase penetration or frequency.
Brand usage & loyalty → Awareness, trial, repeat, loyalty ladder, and switching openness.
How to interpret the results
Growth levers → Cross barriers and motivators to design impactful interventions.
Journey design → Use triggers and touchpoints to refine messaging and media spend.
Role clarity → Distinguish between users and purchasers to target real decision‑makers.
Competitive mapping → See where your brand is at risk of being switched for another.
Opportunity roadmap → Translate consumer frustrations into product or service priorities.
FAQ
Can U&A include non‑users?
Can U&A include non‑users?
Yes, a small non‑user cell helps identify adoption barriers.
How many markets can I cover?
How many markets can I cover?
You can run one market at a time or expand N to compare multiple countries robustly.
Can U&A include pricing or concept tests?
Can U&A include pricing or concept tests?
Yes, U&A can point to pricing or concept gaps and you can follow up with dedicated tests.
Can I export results?
Can I export results?
Yes, reports can be shared via interactive dashboards and exported to PPT, XLS, or PDF.