Attitude & Usage Studies

Need a stronger base of knowledge of a brand and category? Consider a Russell Research Attitude & Usage Study (A&U).

Understanding Attitudes…by determining:


Consumer/user "needs"


Attitudes toward brands - perceived brand performance


Gaps between needs and performance


And perceived strengths/weaknesses of client brands vis-à-vis competitors

Understanding Usage…by determining…


The "who-what-when-where-how" dynamics of category usage and behavior


How usage/behavioral dynamics change among brands


Why consumers/users buy specific products/services


Levels of brand loyalty and what drives it

The appropriate STATISTICAL & ANALYTICAL TOOLS allows us to identify:


Primary drivers of attitudes and behavior in a category


Unmet needs (i.e., gaps between needs and delivery/performance)


Client opportunities for growing the category or brands via:
Improving current brands


Identifying potential new/different positionings for current brands


Increasing penetration of current brands


Gaining new usage from trier-rejectors/aware non-triers or from competitors


Developing new brands to fill the unoccupied "white space" of a category




Marketing Metrics: Understanding Market Share and Related Metrics ...Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the ... Usage: A measure of customers' self-reported behavior. ...
www.whartonsp.com/articles/article.asp?p=463943&seqNum=8 - 37k - Cached - Similar pages

Idea Group Publishing: Publication DetailsBased on an augmented Technology Acceptance Model (TAM), this paper examines the influence of computer attitude and self-efficacy on IT usage behavior. ...
www.idea-group.com/articles/details.asp?id=375 - 47k - Cached - Similar pages



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Note added at 6 mins (2006-11-20 20:21:45 GMT)
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Awareness, attitudes, and usage (AAU)

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