Primary Research

Usage & Attitude (U&A) Study

Comprehend not just what consumers buy — but why they buy it, how they use it, and what truly drives their buying decisions.

A Usage & Attitude (U&A) Study is a classic method of market research that assists the brands to decipher consumer behavior, category dynamics, brand perception, and purchase drivers. It gives you a 360-degree view of how your category of product is being utilized, the position of your brand in the mind of consumers and the direction to grow.

In MarketGenics, we develop U&A studies beyond the data. Our strong quantitative and qualitative models and strategic interpretation come together to provide actionable information to make better product development, brand positioning, communication strategy, and market expansion.

Market Research Consumer Insights Validation Studies Actionable Reporting

What Does a U&A Study Cover?

A U&A study includes

Patterns of usage and frequency of categories.
Occasional consumption behaviour.
Awareness, trial and loyalty of the brand.
Buyer process and decision stimuli.
Brand perception mapping and brand imagery.
Drivers and purchase barriers.
Customer satisfaction and needs.
Switching and competition.

Whether you are introducing a new product, a new market, redefining your brand or improving your communication strategy, a U&A study provides the insight that you can confidently make decisions.

Key Benefits of a U&A Study

Intensive Consumer Knowledge: Determine who your users are, their interaction with the category, as well as how this may affect their decisions.
Brand Positioning Clarity: Learn what your brand can achieve in comparison with other brands and where you can differentiate.
Data-Driven Growth Strategy: Discover white spaces, new needs, and evidence-based innovation opportunities.
More intelligent Communication Planning: Match messaging with actual consumer motives, attitudes and pain points.
Market Segmentation, Targeting: Determine the high potential segments according to the behavior, attitudes, and demographics.
Competitive Benchmarking: Measure performance on the basis of awareness, consideration, usage and loyalty.

How MarketGenics Conducts Usage & Attitude Studies?

Strategic Alignment and Goal Setting: Our work with our client starts with jointly setting research goals, business issues and hypotheses.
Customized Research Design: We develop systematic questionnaires or hybrid designs to fit your category and target group. Each question is designed to elicit valuable information, which is decision-focused.
Sampling & Data Collection: Through online surveys, telephonic interviews, indepth interviews, focus group discussions or mixed techniques, we are confident of statistically sound and representative samples that cuts across demographically and geographically reliable areas.
High-level Analysis and Segmentation: The cross-tabulation, segmentation modeling, and driver analysis are only a few of the patterns that our team uses to reveal beyond basic reporting.
Action Planning and Insight Interpretation: We turn information into very easy to understand actionable strategic recommendations - opportunities, risks, and growth levers.
Usage and Attitude Study

Why Choose MarketGenics?

Seasoned research consultants.

Good quantitative and analytical skills.

Individually designed frameworks - not canned studies.

Pay attention to practical findings, not mere charts.

Cooperation and constant client feedback.

Need to find out more about consumers? Collaborate with MarketGenics to convert consumer knowledge to competitive edge.

Market Research • Surveys • PR

Get insights, visibility and validation — delivered fast and with zero hassle.

Whether you’re launching a product, testing a market, or strengthening brand credibility, MarketGenics handles everything—survey design, data collection, expert analysis, and press-ready reports.

  • ✓ End-to-end survey execution (PAN-India panels)
  • ✓ Insightful reports + press releases to boost brand visibility
  • ✓ Fast turnaround with expert guidance at every step

Talk to our team

Need a quick estimate, feasibility check, or a customised research plan? Share your details and our team will respond within one business day.