Usage and attitude research offers invaluable insights into consumer behaviour, preferences, and perceptions. It allows you to discover what truly motivates purchase decisions in your category.
By taking a deep dive into your customers’ attitudes towards your brand or product, as well as their usage patterns and purchase motivations, brand and marketing managers can uncover actionable intelligence to inform strategic decision-making.
Usage and attitude research can identifying key drivers of brand loyalty, pinpointing areas for improvement, and refining marketing messaging to resonate more effectively with target audiences. The insights uncovered from the research also allow you to better understand how your customers engage with your brand thereby giving you tools to better tailor your marketing campaigns, product enhancements, and customer experiences that drive customer satisfaction, loyalty, and ultimately, business success.
Some of the benefits include:
Understanding consumer attitudes about your brand and category allows you to craft communication and messaging that addresses emotional connections and perceptions. Usage data ensures positioning aligns with functional needs and benefits sought. Meanwhile, quantitative research, such as surveys and market segmentation analysis, provides statistical evidence to support these strategies, ensuring they are data-driven and reflect the broader consumer base.
Products that lack market fit are at a higher risk of failure. Investing time and resources into developing a product that doesn’t resonate with the target market can result in wasted efforts, financial losses, and damage to the brand’s reputation. By ensuring product-market fit early in the development process through thorough market research and validation, brand managers can reduce these risks and increase the likelihood of success.
Segmenting audience groups based on attitudes and behaviours enables tailored marketing campaigns, products, pricing and distribution strategies. This personalisation drives relevance and conversion for each high-potential micro-segment.
Interested to find out more about undertaking Quantitative Research for your business? Schedule a call with us and let us provide you more information on options available to you.
Let’s connect so we can better understand your desired outcomes, budget and timeline to assess the best research solutions and research specialist to work on your project.
Here we sign off on your project objectives and allocate a Research Client Manager and Research Specialist to work on your project.
Now it’s time to set up for success! We have a 1-hour online meeting with the core team and key internal stakeholders on roles and responsibilities, project milestones and ways of working.
Irina Smolina – Marketing Manager – Lentune
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