Usage & Attitude Testing (U&A Test)

Usage & Attitude Testing (U&A Test)

Marketers always ask such questions like: who use the product?

Marketers always ask such questions like: who use the product? When do they use the product? What are consumers’ attitudes towards the product? Marketing research may answer those questions by applying Usage & Attitude Test (U&A test).

Usage and Attitude surveys (U&A) give marketers an opportunity to thoroughly review product or service within its marketplace so that marketers have well understanding about product’s appeal, strengths, weaknesses and any gaps to enhance business performance. In addition, Usage and Attitude surveys (U&A) gives marketers insights regarding brand perception, then help marketers in evaluating how well the product is known within the market.

Usage and Attitude Test is going to answer such questions from marketers:

·                     Who use the product?

·                     When do they use the product?

·                     What are consumers’ attitudes towards the product?

Surveys and questionnaires are key tools that support marketers in identify characteristics of their target consumers and learn how they consume the product. Based on collected data, marketing researchers identify demographics, psychographic characteristics, category details and brand details that will help marketers in create more effective marketing strategy to target potential consumers. Such U&A study give marketers an objective appraisal of the current situation and may identify specific challenges for the product or brand in the longer term which will need to be addressed strategically. The U&A can then become a base against which progress and trends are tracked over time with future studies so that the results and recommendations can be built into the strategic planning process.

In a Usage and Attitude Test, Marketing researchers ask questions like these:
Demographics: Age, gender, income, education, region, language and household size
Psychographic characteristics: are you the primary grocery shopper, do you like shopping, and are you a bargain hunter.
Category details: how often do you buy this product, how often do you use it, what size of product do you buy
Brand details: what do you like about this brand, what would you change about this brand

 

U&A Test gives marketers opportunities to learn market insights

Benefits:

·                     The who-what-when-where-how dynamics of your category or market

·                     Identify brand loyalty and what drives it

·                     Understand how behavior and usage changes by brand

·                     Why consumers buy specific brands (and what is distinctive about these consumers)

·                     Identify any gaps between needs and performance (opportunities)

·                     The basis for a customer segmentation study

AMR Group is an expert in Vietnam and its markets. The team is local but with international training and experience, operating to global standards. AMR Group helps brands bloom in Vietnam through lean, focused & reliable marketing research from VINAMR Marketing Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research & Consultants provide world class lean, focused and reliable research through deep understanding of the brief, international quality field, professional data handling & decision-orientated analysis, action focused recommendation. AMR use insights from VINAMR Marketing Research & Consultants to deliver effective marketing & branding consulting, retail consulting & training, seminar & training: Brand War

Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet Nam) on 2014

Source: Strategic Initatives

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This article is compiled by AMR Group to provide updated information on markets. AMR Group puts the best effort to obtain the most accurate and timely information available from various reliable sources. The article should be best considered a reference and indicative only. It is not an offer or advice for any actions related to any assets. AMR Group provides no warranty or undertaking of any kind in respect to the information and materials found with, or linked to the report and no obligation to update the information after the report was released. AMR Group does not bear any responsibility for the compiled information, or any consequences arising from its use.

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Marketing Research – Usage and Attitude Studies - http://amr.com.vn/news-insights.html?id=105

Marketing Research – U&A Testing - http://amr.com.vn/news-insights.html?id=110