Research Topics:

Attitude/Usage Studies

Content Type:

Glossary

Attitude Studies Definition

Research projects that are designed to capture and quantify the incidence of specific consumer (or non-consumer) attitudes, perceptions and beliefs. They also help you understand actual product usage. Also called usage studies.

The field of attitude studies examines and analyzes the attitudes, beliefs, opinions and preferences of people toward a vast array of topics. Basically, researchers learn about how people think and feel, about their perspectives and about their decision-making process. The studies delve into understanding the cognitive, emotional and behavioral components that shape the attitudes of respondents. The goal of these studies is to help determine communication strategies that promote change and build stronger relationships between people and entities.

Who relies on attitude studies?

Attitude studies are used by a variety of entities. For instance, marketing professionals use study findings to determine consumer preferences so they can create and refine marketing campaigns. Sociologists rely on the collected data to learn about societal dynamics and changes. For psychologists and political analysts, the findings are used to predict behavior and voting patterns. And, businesses, governments and other organizations use the gathered information to develop communication plans and strategies to reach the public.

Why should I care about attitude studies?

Because of the depth and breadth of data gathered through attitude studies, the findings are used by professions and applications. For instance, business owners rely on study results to connect to a variety of social groups, such as customers interested in social and political dynamics.