U&A (Usage & Attitudes)

Also known as: Usage and Attitudes, U&A Study, Category Study

Quantitative study analyzing usage patterns, attitudes, motivations, and barriers of consumers toward a category or brand.

A Usage & Attitudes (U&A) study is a comprehensive quantitative research that explores how consumers use products in a category, what attitudes they have toward brands, and what their purchase motivations and barriers are. It includes penetration, usage frequency, occasions, brand repertoire, satisfaction, and choice drivers.

It is the quintessential diagnostic study: a 'x-ray' of the consumer in the category. Its results are the foundation for segmentation, growth strategies, and product development.

Atlantia automates U&A studies with AI, delivering segmented analyses with depth in days, not weeks.