Usage & Attitude Studies
Usage & Attitude Studies (also called U&A Studies) are essential research projects that help companies understand how customers use their products and what they think about them. These studies are like a detailed snapshot that shows who buys a product, how they use it, when they use it, and what they like or dislike about it. Market researchers use these studies to help companies make better decisions about their products, marketing, and business strategy. Think of it as a thorough health check-up for a product or service that helps businesses understand their customers better.
Examples in Resumes
Managed Usage & Attitude Studies for major consumer brands across 5 markets
Led international U&A Studies for beverage category, resulting in 15% sales increase
Conducted Usage and Attitude Research for healthcare products across multiple demographics
Typical job title: "Market Research Analysts"
Also try searching for:
Where to Find Market Research Analysts
Professional Associations
Online Communities
Job Boards
Example Interview Questions
Senior Level Questions
Q: How would you design a U&A study for a new product category?
Expected Answer: A senior researcher should discuss the steps: identifying research objectives, choosing appropriate methodology (qualitative vs quantitative), sampling strategy, questionnaire design, analysis plan, and how to translate findings into actionable business recommendations.
Q: How do you ensure the quality of data in multi-country U&A studies?
Expected Answer: Should explain approaches to maintaining consistency across markets, dealing with cultural differences, translation issues, and how to standardize data collection and analysis across different countries while acknowledging local nuances.
Mid Level Questions
Q: What are the key components of a U&A study questionnaire?
Expected Answer: Should mention usage patterns, purchase behavior, attitudes towards the product/category, brand awareness, satisfaction levels, and demographic profiling, explaining why each component matters.
Q: How do you analyze and present U&A study findings?
Expected Answer: Should discuss data analysis techniques, identifying key insights, creating meaningful segments, and presenting findings in a way that tells a clear story to business stakeholders.
Junior Level Questions
Q: What is the difference between usage and attitude in these studies?
Expected Answer: Should explain that usage refers to how, when, and where people use products, while attitudes cover what people think and feel about products, including their preferences and satisfaction.
Q: What types of questions are typically included in a U&A study?
Expected Answer: Should mention basic types like frequency of use, purchase patterns, satisfaction ratings, and demographic questions, providing simple examples of each.
Experience Level Indicators
Junior (0-2 years)
- Basic questionnaire design
- Data collection support
- Simple data analysis
- Report writing assistance
Mid (2-5 years)
- Full study design and management
- Advanced analysis techniques
- Client presentation skills
- Project budget management
Senior (5+ years)
- Strategic research planning
- Multi-country study management
- Advanced insights generation
- Team leadership and client relationships
Red Flags to Watch For
- No experience with questionnaire design
- Lack of analytical skills or statistical knowledge
- Poor understanding of sampling methods
- No experience with research tools or software
- Inability to translate data into business insights
Related Terms
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