Usage and Attitude Research Services
Phronesis Partners provides usage and attitude research services to help organizations understand how customers use products and services, what they value and what shapes their choices. Usage and attitude (U&A) studies combine evidence on behaviors, preferences, perceptions and unmet needs to show not only what customers do, but why they do it.
This research can help teams identify usage patterns and attitudinal drivers, uncover market opportunities, refine value propositions, and inform product development, marketing and customer experience strategy. U&A research can also provide a foundation for customer segmentation by revealing meaningful differences in behavior, needs and attitudes across audiences.
What a Usage and Attitude Study Can Help You Understand
A usage and attitude study can explore how customers use a product or service, how frequently and in what situations they use it, what needs they are trying to address, which features or attributes matter most, and what influences preference or choice.
Usage and attitude research can also identify unmet needs, barriers to adoption and differences between customer groups. This gives teams a stronger evidence base for decisions around product development, positioning, marketing, customer experience and growth opportunities.
Usage and Attitude Research Approach and Methodology
Our U&A research combines quantitative research, including large-scale usage and attitude surveys, with qualitative research through in-depth interviews (IDIs) or focus groups to understand motivations and context. We apply statistical techniques such as factor analysis to identify underlying attitudinal dimensions and correspondence analysis to map brand perceptions against competitive landscapes.
For behavioral segmentation, cluster analysis helps group users based on distinct usage patterns. Additionally, sentiment analysis and natural language processing (NLP) can be applied to open-ended responses for deeper attitudinal insights. This multi-faceted approach provides a holistic understanding of how customers engage with your offerings and what drives their decision-making.
Designing Usage and Attitude Studies Around Business Decisions
Usage and attitude research is commonly referred to as U&A research or A&U research. Whatever terminology is used, the study should be structured around the decisions the organization needs to make rather than simply collecting measures of customer behavior and opinion.
The research design can focus on particular products, services, customer groups or markets and connect usage patterns with attitudes, motivations and perceptions. This makes the findings more useful for identifying opportunities, evaluating propositions and understanding how customer needs are changing.
Discuss Your Usage and Attitude Research Needs
Speak with our team about the customers, behaviors, attitudes and markets you need to understand. We can develop a U&A study around the product, service, customer or growth decisions your organization needs to make.
Discuss Your U&A Research
