A Usage and Attitude study maps category behaviour, occasions, frequency, repertoire, needs, beliefs, triggers and barriers across users and non-users. It is a category operating map rather than a simple brand survey.
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Usage and Attitude research
Category-level research that maps who uses, when, why, how often, with what repertoire and under which attitudes or barriers.
Cluster overview
Category-level research that maps who uses, when, why, how often, with what repertoire and under which attitudes or barriers.
How is the category actually used? Which occasions are growing? Where are the barriers and white spaces?
How to design a U&A study is a practical research workflow for moving from a decision question to a defensible design, evidence trail and action. The method should make assumptions, quality checks and interpretation rules explicit before data collection begins.
Read the full entry →Category-entry points is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Category usage occasions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Usage frequency is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Usage intensity is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Usage repertoire is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Consumption occasions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Daypart analysis is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Need-state analysis is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Occasion-based segmentation is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Category involvement is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Read the full entry →Category maturity is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category penetration is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category adoption is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category rejection is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category lapsing is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category re-entry is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Attitudes toward the category is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category beliefs is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category myths and misconceptions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Purchase triggers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Purchase barriers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Usage triggers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Usage barriers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Substitution behaviour is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Complementary-product behaviour is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Brand repertoire within a category is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Light, medium and heavy users is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Current users versus lapsed users is a decision comparison between Current users and lapsed users. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Non-user research is a research approach within usage and attitude research used to reduce uncertainty around how is the category actually used? The design should connect the business question, target population, evidence source, analysis and decision rule.
Repertoire buyers versus loyalists is a decision comparison between Repertoire buyers and loyalists. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Household versus individual consumption is a decision comparison between Household and individual consumption. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Shared-product usage is a measure used within usage and attitude research to summarise a defined behaviour, perception or relationship. It becomes decision-useful only when the numerator, denominator, population, time window and interpretation are stated clearly.
Usage by life stage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Usage by geography is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Urban versus rural usage is a decision comparison between Urban and rural usage. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Seasonal category usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Festival-related usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Emerging usage occasions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Category evolution is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Premiumisation in a category is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Value-seeking behaviour is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Convenience-led usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Health-led usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Sustainability attitudes is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Usage and attitude research for B2B categories is a research approach within usage and attitude research used to reduce uncertainty around how is the category actually used? The design should connect the business question, target population, evidence source, analysis and decision rule.
U&A trackers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
U&A study sample-size planning is a research approach within usage and attitude research used to reduce uncertainty around how is the category actually used? The design should connect the business question, target population, evidence source, analysis and decision rule.
U&A questionnaire design is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
U&A analysis frameworks is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Browse linked entries
Usage and Attitude studies
A Usage and Attitude study maps category behaviour, occasions, frequency, repertoire, needs, beliefs, triggers and barriers across users and non-users. It is a category operating map rather than a simple brand survey.
Open entryHow to design a U&A study
How to design a U&A study is a practical research workflow for moving from a decision question to a defensible design, evidence trail and action. The method should make assumptions, quality checks and interpretation rules explicit before data collection begins.
Open entryCategory-entry points
Category-entry points is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory usage occasions
Category usage occasions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUsage frequency
Usage frequency is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUsage intensity
Usage intensity is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUsage repertoire
Usage repertoire is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryConsumption occasions
Consumption occasions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryDaypart analysis
Daypart analysis is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryNeed-state analysis
Need-state analysis is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryOccasion-based segmentation
Occasion-based segmentation is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory involvement
Category involvement is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory maturity
Category maturity is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory penetration
Category penetration is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory adoption
Category adoption is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory rejection
Category rejection is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory lapsing
Category lapsing is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory re-entry
Category re-entry is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryAttitudes toward the category
Attitudes toward the category is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory beliefs
Category beliefs is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory myths and misconceptions
Category myths and misconceptions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPurchase triggers
Purchase triggers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPurchase barriers
Purchase barriers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUsage triggers
Usage triggers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUsage barriers
Usage barriers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySubstitution behaviour
Substitution behaviour is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryComplementary-product behaviour
Complementary-product behaviour is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryBrand repertoire within a category
Brand repertoire within a category is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryLight, medium and heavy users
Light, medium and heavy users is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCurrent users versus lapsed users
Current users versus lapsed users is a decision comparison between Current users and lapsed users. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entryNon-user research
Non-user research is a research approach within usage and attitude research used to reduce uncertainty around how is the category actually used? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryRepertoire buyers versus loyalists
Repertoire buyers versus loyalists is a decision comparison between Repertoire buyers and loyalists. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entryHousehold versus individual consumption
Household versus individual consumption is a decision comparison between Household and individual consumption. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entryShared-product usage
Shared-product usage is a measure used within usage and attitude research to summarise a defined behaviour, perception or relationship. It becomes decision-useful only when the numerator, denominator, population, time window and interpretation are stated clearly.
Open entryUsage by life stage
Usage by life stage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUsage by geography
Usage by geography is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUrban versus rural usage
Urban versus rural usage is a decision comparison between Urban and rural usage. The useful question is not which is universally better, but which approach fits the objective, evidence, population, timing and consequence of error.
Open entrySeasonal category usage
Seasonal category usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryFestival-related usage
Festival-related usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryEmerging usage occasions
Emerging usage occasions is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryCategory evolution
Category evolution is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryPremiumisation in a category
Premiumisation in a category is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryValue-seeking behaviour
Value-seeking behaviour is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryConvenience-led usage
Convenience-led usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryHealth-led usage
Health-led usage is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entrySustainability attitudes
Sustainability attitudes is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryUsage and attitude research for B2B categories
Usage and attitude research for B2B categories is a research approach within usage and attitude research used to reduce uncertainty around how is the category actually used? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryU&A trackers
U&A trackers is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryU&A study sample-size planning
U&A study sample-size planning is a research approach within usage and attitude research used to reduce uncertainty around how is the category actually used? The design should connect the business question, target population, evidence source, analysis and decision rule.
Open entryU&A questionnaire design
U&A questionnaire design is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
Open entryU&A analysis frameworks
U&A analysis frameworks is a concept within usage and attitude research that helps organise evidence around how is the category actually used? It should be defined operationally so different teams measure and interpret it consistently.
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