An in-depth guide to usage and attitude market research
If you run your own business then you may be aware of several different methods of market research. Many business owners know that effective market research can put them at the top of their industry and ensure that they constantly make a profit, even during tough economic times. Usage and attitude market research can be an excellent way for businesses to understand their customers and products better.
What is usage and attitude market research?
Market research as a whole enables companies and businesses to better understand their customer, research new products and services, as well as discovering what the market needs and how they can provide that.
Usage and attitude marketing research looks at a product or service that your business provides in several different ways. Firstly, information can be gathered surrounding customer’s opinions of the product or service in question. This can give a business an insight into how a particular item is used and the attitude of that product or service.
During this marketing research process, businesses can also be given the option to use the products or services themselves. Trial runs can be held with new products, to give each person a more in-depth look at how a product works and the pros and cons of it.
With this type of market research, a business can also find out how often a product or service is used, the product attributes (pros and cons), as well as the buying process and frequency of each product or service being purchased.
When creating a business or marketing plan, it may also be a good idea to consider usage and attitude market research in terms of the strengths, weakness, opportunities and threats (SWOT) of each product or service. This can be carried out using desk research, or even by speaking with customers.
Finally, usage and attitude market research can look further into the product users and brand awareness. Surveys can be conducted using your businesses brand to find out whether customers are aware of your image and what they think about it. A set of characteristics can then be produced based on your particular type of customer or product user.
Usage and attitude market research can be used to trial new products, or to improve old ones.
The benefits of usage and attitude market research
As every business knows, market research can have some vital benefits to companies. Whether they be starting up, or have been in the industry for years. Constantly checking back through a marketing plan can give each company a better idea of what they had hoped to achieve and where they are.
With effective usage and attitude marketing research, a business can further understand how their product is portrayed by the people that use it. There may be usability issues that only surface over time, which may not have been noticed during trials.
Being able to understand the feedback provided by U&A market research ensures that the next product or service combats any issues and addresses any extras that a customer may want. This could be a longer battery life on a particular piece of technology, or improved customer service.
By constantly researching the usability of a product or service, a business can ensure they are providing the best in the industry. This will then ensure that, along with the right branding and marketing, they become the top company in that particular industry.
Knowing the attitude of customers, including their buying habits, characteristics and so on, will enable a business to market and promote their product or service in a way that is right for them. This ensures that a customer will have more loyalty to your product and is more likely to purchase from your company.
Knowing customer’s buying habits can ensure that your product or service is catered to their needs.
Usage and attitude (U&A) market research is an important process for any business, from start-ups to corporate giants. Understanding the customer will put your business in a better position to provide the products and services that are required. Companies like 2 Europe, Hemel can help guide you through this process.
Using U&A, your business can apply the findings to new product development, customer service and support areas of the business, or even a shift in product or brand strategies.