Usage & Attitude (U&A) Study
The category workhorse: who uses what, how often, why, and with what attitudes.
4 questions · 1 page · about 2 minutes to answer · fully editable after you start
U&A studies are the category's census: usage frequency and occasions, brand repertoires, need-state drivers, and the attitude statements that segment the market. This instrument covers the workhorse structure adaptably, category names swapped in.
Swap the category wording carefully and then leave it alone. A U&A is most valuable when it can be re-run against itself in two years, and the temptation to modernise the attitude statements each wave is what turns a tracking asset into a series of unrelated one-off studies.
The occasions matrix is the growth finder: categories grow by adding occasions more often than by stealing share, and the data shows which occasions are underserved. Cross the occasion answers with the repertoire answers before drawing conclusions – a brand that appears in many repertoires but few occasions has a very different growth problem from one that owns a single occasion completely, and the two call for opposite strategies. Replace [product category] with your own category before you share it.
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Page 1
You and [product category]
This survey asks how, when and why you use a type of product, and what you think of it. There are no right or wrong answers. It takes about 2 minutes.
Q1.How often do you use [product category]?*
- Daily+
- Weekly
- Monthly
- Occasionally
- Never
Q2.On which occasions do you use it?*
Asked only if the answer to Q1 is “Daily+”, “Weekly”, “Monthly” or “Occasionally”.
| Never | Sometimes | Often | |
|---|---|---|---|
| Everyday routine | |||
| Special occasions | |||
| With/for others | |||
| Work-related |
Q3.How much do you agree?
| Disagree | Neutral | Agree | |
|---|---|---|---|
| I enjoy [product category], not just need it | |||
| Brands here are basically interchangeable | |||
| I am willing to pay for the best | |||
| I wish [product category] innovated more |
Q4.What does [product category] still not do for you?
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