Attitude and Usage Studies
You can’t build winning strategies on a sea of disconnected data.
Cut through the noise to reveal how people engage with your brand, what drives their choices, and where new opportunities for growth lie.
A&U in focus
When you understand how customers behave and what shapes their decisions, you don’t just follow your market — you move ahead of it.
Basis A&U studies help you:
- Uncover growth audiences and white space opportunities
- Map the mindsets, behaviors, and barriers shaping purchase decisions
- Identify gaps between category usage and brand positioning
- Fuel smarter segmentation, brand strategy, innovation, and messaging
Whether you’re entering a new market, repositioning a brand, or planning your next move, sharper customer understanding is your strongest advantage.
What you get
A clear view of how people use your category, what drives their decisions, and where the opportunities are.
Our deliverables typically include:
- Actionable audience frameworks
- A breakdown of key usage patterns and barriers
- Insight into motivations, needs, and attitudes
- Recommendations for segmentation, brand, and innovation teams
All built to support real decisions, not just sit in a slide.
How our A&U studies go further
Most A&U studies give you data. Ours show you what to do.
We cut through surface-level attitudes to reveal what actually drives behavior — and build frameworks that help teams make faster, smarter decisions.
We turn complex data into clear, actionable frameworks — so teams don’t get stuck in the weeds but stay focused on what really drives decisions.
Every output is built to drive immediate decisions across segmentation, brand strategy, and innovation.
From CPG to tech to healthcare, our studies are customized to fit the realities of your market and the opportunities for your brand.
You don’t just get data, you get commercial insight into what it means, where to move, and how to win.
Featured
case studies
From brand transformations to breakthrough innovations, our clients use custom research and timely strategic insight to make smarter decisions and outpace the competition.
Eataly
Uncovering what drives shopper love at Eataly
Learn More
GSMA
Researching data protection law in Sub-Saharan Africa
Learn More
Next up
Keep audience understanding in motion.
Outmaneuver your market
Great decisions start with sharp understanding. Our A&U studies turn complex behavior into clear direction — so you can move faster, act smarter, and stay ahead.
Start cutting through the noise with A&U
