Usage and Attitude Research examines the attitudes and usage of given products. In an extended face-to-face questionnaire, respondents are asked, in detail, the following questions:
- awareness and assessment of product categories or specific brands,
- frequency, motivation and way of usage,
- price awareness,
- brand loyalty,
- buying behavior: decision process, place and frequency of buying,
- product assessment,
- expectations towards products or brands.
U&A Research is usually carried out on samples of 500 or 1000 persons. They are often (especially with less popular products) proceeded with filtering questions that screen out respondents who are not interesting for the researcher in this context. The length of the interview is usually about 40-60 minutes.