Editor’s note: This is an edited version of an article written by Chloe Cook that originally appeared on the EthOS website under the title “How to Conduct a Usage and Attitude Study."

A usage and attitude study aims to understand how consumers feel about a particular product, service or brand and how they use it. The study typically involves collecting data from a representative sample of consumers through surveys, diary studies, interviews or focus groups.

The primary objective of an attitude and usage study is to gain insights into consumer behavior, preferences and attitudes toward a particular product or service. Companies can then use this information to refine their marketing strategies, develop new products or services or improve their existing offerings.

Usage and attitude studies can provide valuable information about consumer demographics, purchasing habits and decision-making processes. By understanding what drives consumer behavior, companies can make informed decisions about positioning their products or services in the market and tailor their marketing messages to specific customer segments.

A company should leverage a usage and attitude study when they want to gain a deeper understanding of how consumers use their products or services and their attitudes towards them. There are many situations where you may wish to conduct an attitude and usage study. 

Before introducing a new product or service to the market, you should conduct a usage and attitude study to determine whether there is a demand for it and to gather insights into how potential customers might use and perceive it.

Gain insights into how your target audience thinks and feels about your brand and messaging by conducting an attitude and usage study. This information can help refine marketing strategies that better resonate with customers.

Identify areas where you can improve your existing products or...