Usage & Attitude Research: Understanding buyer behaviours, preferences and unmet needs

Usage and attitude research helps you to understand and measure buying behaviours, product preferences and unmet needs to identify who to target, with which solutions and how to do it.

B2B buyers typically complete around 60% of the purchase process before engaging with suppliers, and around 90% of purchasing decisions are made subconsciously, based on emotion rather than logic. Usage and attitude research is crucial in understanding the path-to-purchase and what drives buyers to choose the products and brands that they do.

 

Our approach: Uncovering and serving “white spots” in your market

Usage and attitude research projects are designed to give an overview and high-level understanding of the market and to discover growth opportunities.

Usage and Attitude research

  • Usage and attitude studies seek to answer the fundamental questions, such as which product to offer, whom to target and by which channels to use.
  • They are typically done on an ad-hoc basis and designed to fill knowledge gaps related to the market opportunity, product category, customer attitudes, behaviour and needs, customer segments and the brand landscape
  • The overarching aim of a U&A study is to identify “white spots” in the market, potential market gaps that could potentially be served
  • U&A research projects deliver granular insights on the drivers of brand / product usage and help encourage non-user activation
 

Case study: Developing an insight-driven product & proposition roadmap for a leading payment processing services provider

Our client, a provider of payment processing services, was looking to drive volume beyond the primary partner business (a European fuel card provider). With a large total addressable market in Germany, Italy, France and the UK, they recognised a significant opportunity to grow.

Our client was also looking to increase profitability as well as customer satisfaction and retention. To do that, the company needed an insight-driven product and proposition (P&P) roadmap which could act as a plan to develop solutions that solve customers’ problems.

Usage & attitude case study

 
 

Activation services: Helping you get the most out of your research investment

 
Online Focus Groups / MROCs / Advisory Boards
Gather real-time, qualitative market research insights from like-minded respondents taking part in conversations and exercises around a given topic.
 
Phone - CATI / Recruit-to-Web / Depth
Data captured by experienced telephone interviewers to gather rich, descriptive data about behaviours, attitudes and needs.
 
Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs, challenges and behaviours in order to more effectively market to them.
 
Ethnography / On-Site Immersion
Ethnographic research uses observation to explore the behaviours and needs of a target audience and uncover deeper, more powerful insights.
 

B2B Insights and Viewpoints: What we’ve learned from doing Usage and Attitude Research

Get in touch to find out how you can benefit from Usage & Attitude Research