Usage and Attitude
Understanding how customers interact with your product or service and what influences their choices is essential for driving growth and innovation. Phronesis' Usage and Attitude (U&A) research provides a comprehensive view of customer behaviors, preferences, and perceptions. By identifying key usage patterns and attitudinal drivers, we help businesses uncover market opportunities, refine their value propositions, and inform product development, marketing, and customer experience strategies.
Approach & Methodology
Our U&A research combines multiple data collection methods, including large-scale surveys to quantify user behaviors, and in-depth interviews (IDIs) or focus groups to capture qualitative insights and contextual narratives. 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.
