Consumer Attitude and Usage Studies

A usage and attitude (U&A) study is a type of market research that looks at how people use a product or service and how they feel about it. 

It answers core questions like who is using the category, how often, in what context, and what drives their choices.

B2B targets professional decision-makers, not consumers. Sample sizes are smaller but more targeted. Buying cycles are longer with multiple stakeholders. Research accounts for both rational and emotional drivers across committee-based decisions.

U&A studies measure both behavior and perception.

That includes usage patterns, purchase behavior, brand awareness, satisfaction, and the attitudes that shape decision-making. Together, these give a full picture of how a category works and where opportunities sit. 

U&A studies are typically used when you need a clear view of a market.

That could be before entering a new category, repositioning a brand, developing a product, or identifying growth opportunities. They are often used as a baseline to inform wider strategy. 

Most research answers a specific question. U&A studies step back and map the whole category.

They show how people behave, what they think, and how brands fit into that landscape, making them a starting point for segmentation, positioning, and strategy.

A good U&A gives you a clear picture of who your customers are, how they use the category, and what drives their decisions.

The value comes from turning that into action, where to focus, which audiences to prioritise, and how to position your brand to win.

A good usage and attitude study goes beyond describing the category and helps guide decisions.

It combines behavioral data and attitudinal insight to show not just what people do, but why they do it, and where the opportunity sits. At Basis, U&A studies are designed to feed directly into segmentation, brand strategy, and growth planning, rather than acting as a standalone report.