Also known as a Usage & Attitude or Usage and Awareness study, U&A research provides an understanding of consumer behaviours, perceptions, and brand engagement. Data from U&A market research helps marketers assess how their target audience uses a product or service, their attitudes toward it, and their level of awareness of the brand or its competitors.  The Usage aspect explores patterns, frequency, and context in which products are consumed. Attitude examines customer opinions, preferences, imagery, and emotional connections with the product or brand, while Awareness measures how familiar consumers are with the brand and its competitors. 

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U&A studies are flexible, allowing the integration of additional metrics such as Net Promoter Scores (NPS), customer satisfaction, media consumption patterns, advertising recall and diagnostics, and the impact of external events on category usage and brand preferences. This comprehensive approach provides data that is significantly more extensive and contextually rich compared to most market research methodologies, producing explanatory insights that are not available from sources like Nielsen / Circana store scanner data or the client's own internal sales figures.

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Usage and Attitude research has many uses - market sizing, demand forecasting, creating user profiles, measuring consumer satisfaction and unmet needs, helping companies tailor their marketing strategies, new product development, or refining messaging. For the client's agencies, a U&A study provides valuable guidance and reduces uncertainty when identifying white space, brand positioning, defining customer personas, prioritizing target audiences, competitor differentiation, media planning, and choosing creative direction for media content.

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For these reasons, a U&A has relevance in fine-tuning strategy and assessing brand equity at most phases of the PLC, even before new product Introduction.