Usage and Attitude Study: Understanding buyer behaviors, preferences and unmet needs

A usage and attitude study helps you to understand and measure buying patterns, 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. A usage and attitude study 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 studies are designed to give an overview and high-level understanding of the market and to discover growth opportunities.

Usage and Attitude study

  • 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, behavior 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: Helping Fellowes to better understand the needs and challenges of paper shredder users

Fellowes provides workplace solutions which range from shredders, binders, laminators and staplers through to workspace health solutions, storage solutions and air-cleaning/purification solutions. The focus for this project was on the shredder market.

The overall aim of the research was to better understand the needs and challenges of paper shredder users in a post-pandemic landscape and observe the impact of a changing work dynamic on shredder usage.

Find out how a usage and attitude study was used to identify opportunities for Fellowes and reveal some of the key challenges that paper shredder users face when thinking about purchasing a shredder and when using a shredder in their day-to-day role.

usage and attitude study - case study


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 identified 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 and attitude study - case study


Activation services: Helping you get the most out of your usage & attitude study 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
Phone - CATI / Recruit-to-Web / Depth
Data captured by experienced telephone interviewers to gather rich, descriptive data about behaviors, attitudes and needs.
Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs, challenges and behaviors in order to more effectively market to them.
Ethnography / On-Site Immersion
Ethnographic research uses observation to explore the behaviors 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 Studies

Persona Profiling: Bringing B2B Buyers to Life
Personas establish a human connection to buyers by portraying who they are and how they make buying decisions throughout the customer journey.
Get in touch to find out how you can benefit from a Usage & Attitude Study
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