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Solutions Usage and Attitude

Understand user needs and their perception of your products and brand

A Usage & Attitude study (U&A) is a piece of market research that helps companies understand consumers’ usage, motivations, purchasing behaviour, and perception of categories and specific brands. A typical U&A study covers:

  • Consumption patterns for a category or brand, e.g. frequency of purchase, brands purchased, channels used, occasions for using the product.
  • Consumers’ knowledge of the category, including what brands they are aware of and which ones they would consider buying.
  • Buyers’ perception of the category and brands, including mental associations for different brands and perceived value of different products.
  • Potential opportunities, such as unmet needs, which help develop new products and refine communications that highlight appealing aspects of existing ones.
  • Consumer segmentation, such as finding clusters of consumers who have similar needs and profiling them by demographics, psychographics and other characteristics.
Solutions Usage and Attitude

Understand user needs and their perception of your products and brand

A Usage & Attitude study (U&A) is a piece of market research that helps companies understand consumers’ usage, motivations, purchasing behaviour, and perception of categories and specific brands. A typical U&A study covers:

  • Consumption patterns for a category or brand, e.g. frequency of purchase, brands purchased, channels used, occasions for using the product.
  • Consumers’ knowledge of the category, including what brands they are aware of and which ones they would consider buying.
  • Buyers’ perception of the category and brands, including mental associations for different brands and perceived value of different products.
  • Potential opportunities, such as unmet needs, which help develop new products and refine communications that highlight appealing aspects of existing ones.
  • Consumer segmentation, such as finding clusters of consumers who have similar needs and profiling them by demographics, psychographics and other characteristics.

Understand consumers’ decision making process

U&A studies identify and understand consumer usage, needs, attitudes, habits, and inclinations by focusing on who, what, where, when, how, why, and product satisfaction and dissatisfaction. You can pinpoint the consumption patterns and market trends of your product or service. Gain consumer insights into how behaviour and usage of your brand weighs up against competitors.

Our Free Survey Tool makes it easy and accessible to construct your own survey and find relevant respondents.

Reason for using vitamin supplements

Segment your target audience

Do you know who your target audiences are? Our researchers can help you run segmentation to group customers who share similar needs to better understand your target market and align your marketing efforts. Profiling provides deeper insights into your specific markets using demographic, psychographic, behavioural, and other types of data to identify consumption and usage patterns.

We can help you harness these insights to identify gaps in your current offerings and drive more informed product development.

Schedule a call with our researchers

Consumer segmentation

Access the right sample

Consumer surveys often require a sample of several hundred consumers from your category, including current users and potential buyers. You help source audiences that accurately reflect your target market. Conjoint.ly works with distinguished panel partners to invite respondents into your survey and monitor their response quality. We can work with you closely to satisfy your specific targeting requirements.
Survey sample

Conjoint.ly uncovers purchasing intent for vitamin supplements among elderly in USA

Time to insight: 3 days

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Context

HealthCo is a major pharmaceutical brand in the USA. With COVID-19 raising greater health concerns for the elderly, HealthCo would like to understand older people’s current usage of vitamin supplements and their attitudes towards them.

Goals

As part of the strategy review, the insights team would like to test current vitamin users or considers to find out:

  • What motivates consumers’ purchasing decisions?
  • What are the biggest influencers on consumers’ purchasing decisions?

Outcomes

HealthCo surveyed more than 300 respondents over the age of 55 in the USA to understand their usage and attitudes, via a U&A study.

  • Most consumers are motivated by personal concerns and seek general vitamins and minerals boost, with most taking Multivitamins and Vitamin D tablets.
  • Price, ingredients, and ease of use are the biggest influencers on purchasing decisions.
  • Findings were immediately available upon completion of the study.

Conjoint.ly platform makes market research easy

You get agency-quality results at a fraction of the cost and time investment. One powerful end-to-end platform for insights teams for fast and reliable market research.

Powerful research tools

Our methods are thoroughly tested and rooted in marketing science.

User-friendly interface

Design your U&A study with our intuitive interface for fully automated experiments

Response quality control

Let Conjoint.ly collect data for you, checking for the quality of responses.

Detailed interactive reports

Conjoint.ly will automatically analyse the data and prepare online and Excel reports.


You are in good hands

Do you need support in running a pricing or product study? We can help you with agile consumer research and conjoint analysis.

Book a quick call today to talk with the team who specialise in product and pricing research.


Learn more about topics that will help in your U&A study

Understanding Brand Preference in Market Research

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How to Develop Likert Scale Questions

Learn to write and develop effective Likert scale questions using tips from this best practice guide.

How to Do Segmentation

Learn how to do segmentation on the Conjoint.ly platform with this visual guide.