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Usage and attitude study services and capabilities

Putting clients at the heart of your decision making is so much harder than it sounds. You’ve got buying teams with multiple members, each with their own individual set of priorities. How does your brand meet all their needs and create a personalized connection with each persona? 

An usage and attitude study gives you a benchmark of where you are right now in terms of:

  • Brand and product/service awareness: Are you top-of-mind when final buying decisions are made?
  • Client perceptions and attitudes towards your brand: Do they consider it good value for money? Are they satisfied with each part of their customer journey?
  • Brand and product/service usage: Are they using it on a mobile device or computer? How often do they make a purchase? Why do they use a particular product/service?
  • Positioning: From your clients’ perspective, how do you compare to the competition? 
  • Segmentation: How well does your brand and product/service meet the needs and pain points of your current clients and prospects? 

This can easily be turned into a tracker that monitors changes in your customers’ usage and attitude over time. 

You can use U&A study insights to better target your marketing strategies with more precise positioning through a deeper understanding of the competitive landscape. You can also use U&A research to prove the ‘bang for your buck’ of a new product/service launch or marketing campaign. The findings reveal if you met your objective—from raised brand awareness to increased sales. 

By doing regular U&A studies, you’ll keep track of your clients’ evolving needs, use them as the foundations for product planning and continuously build customer satisfaction.

Usage and attitude research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

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What is a usage and attitude study?

derived importance

What are the benefits of usage and attitude studies?

Usage and Attitude studies offer a range of significant benefits to businesses and organizations seeking to understand consumer behavior and preferences:

Informed Decision-Making

U&A studies provide valuable insights into consumer attitudes, behaviors, and usage patterns. This information enables businesses to make data-driven decisions regarding product development, marketing strategies, and market positioning.

Product Improvement

By gaining a deeper understanding of how consumers use products and services, businesses can identify areas for improvement. This can lead to the development of products that better meet customer needs and preferences.

Market Segmentation

U&A research helps in segmenting the market based on consumer attitudes and behaviors. This segmentation allows businesses to tailor their marketing efforts to specific consumer groups, increasing the effectiveness of their campaigns.

Competitive Advantage

Understanding consumer preferences and perceptions gives companies a competitive edge. They can identify gaps in the market, assess their competitors’ strengths and weaknesses, and differentiate their offerings effectively.

Optimized Marketing Strategies

U&A studies help in refining marketing messages and strategies by uncovering what resonates most with target audiences. This can lead to more efficient advertising campaigns and increased customer engagement.

Risk Mitigation

By comprehending potential barriers to product adoption or usage, businesses can proactively address issues that may deter customers. This reduces the risk of product failure or market entry challenges.

Customer Satisfaction

U&A studies provide insights into customer satisfaction levels and areas for improvement. Businesses can use this information to enhance customer experiences, leading to higher retention rates and loyalty.

Market Expansion

Armed with a better understanding of consumer behavior, organizations can identify untapped market segments or new markets for expansion.

Resource Allocation

U&A research helps companies allocate resources more efficiently by focusing efforts on areas that are most likely to yield positive results.

Long-Term Success

Continuously conducting U&A studies allows businesses to stay attuned to changing consumer preferences and market dynamics, positioning them for long-term success and adaptability.

When to perform a usage and attitude study

brand price trade off research

Qualitative vs Quantitative Usage and Attitude Studies

usage and attitude research

How to conduct usage and attitude studies

Conducting usage and attitude studies involves a systematic process to gather insights into consumer behaviors, preferences, and perceptions. Whether using qualitative or quantitative methods, the following steps outline a general framework for conducting U&A studies effectively

Define Research Objectives

Clearly articulate the goals of the U&A study. What specific information or insights are you seeking to obtain? This could include understanding consumer attitudes, evaluating product usage patterns, or identifying market segments.

Select the Research Methodology

Choose between qualitative and quantitative methods based on your research objectives. Qualitative methods, such as focus groups and in-depth interviews, are ideal for exploring in-depth insights, while quantitative surveys are better suited for large-scale data collection.

Develop Research Instruments

Create the necessary tools for data collection, such as interview guides for qualitative studies or structured surveys for quantitative research. Ensure that these instruments align with your research objectives and are designed to capture the required data.

Recruit Participants

Identify and recruit the target audience or participants for your study. Ensure that the sample represents the demographic or psychographic segments of interest. Recruitment may involve random sampling, stratified sampling, or specific targeting, depending on your study’s design.

Data Collection

Conduct the U&A study according to the chosen methodology. In qualitative studies, facilitate focus group discussions or conduct in-depth interviews, recording and transcribing responses. For quantitative research, administer surveys to the selected participants, ensuring a standardized and consistent approach.

Data Analysis

Analyze the collected data using appropriate techniques. Qualitative data may involve thematic analysis, content analysis, or narrative analysis, while quantitative data is subjected to statistical analysis. Identify patterns, trends, and insights that address your research objectives.

Interpret Findings

Interpret the research findings in the context of your research objectives. What do the data reveal about consumer behaviors, attitudes, or preferences? Are there significant insights that can inform strategic decisions?

Report and Present Results

Create a comprehensive report summarizing the study’s findings, including key insights, trends, and recommendations. Visual aids such as charts and graphs can enhance the presentation of quantitative data. Share the results with relevant stakeholders and decision-makers.

Implement Insights

Use the insights gained from the U&A study to inform business strategies, product development, marketing campaigns, or any other areas where consumer understanding is crucial. Ensure that the findings translate into actionable initiatives.

Continuous Monitoring

Consider conducting U&A studies periodically to track changes in consumer behavior and attitudes over time. Consumer preferences can evolve, so staying updated is essential for adapting to market dynamics.

Examples of usage and attitude survey questions

customer loyalty research


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NewtonX’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions.

Jason Talwar
Insights Executive with 15+ years of experience (Salesforce, Tableau, Microsoft)

I was really excited when we found NewtonX. Their Custom Recruiting has genuinely been a game changer for us in terms of data quality. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data.

Matt Harris Senior Customer Research & Insights Manager

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