U&A (Usage & Attitudes)

A study analyzing consumer usage patterns, attitudes, and motivations toward a category.

A U&A (Usage & Attitudes) study is a quantitative investigation that explores how consumers use products in a category, their attitudes toward brands, and their purchase motivations and barriers. It includes metrics like usage frequency, occasions, substitutes, satisfaction, and choice drivers.

It's the foundation for market segmentation, opportunity identification, and brand strategy development. Atlantia automates U&A with AI to deliver segmented results in days.