Attitude & Usage (Behaviors)
Explanation:
Attitude & Usage Studies
Need a stronger base of knowledge of a brand and category? Consider a Russell Research Attitude & Usage Study (A&U).
Understanding Attitudes…by determining:
Consumer/user "needs"
Attitudes toward brands - perceived brand performance
Gaps between needs and performance
And perceived strengths/weaknesses of client brands vis-à-vis competitors
Understanding Usage…by determining…
The "who-what-when-where-how" dynamics of category usage and behavior
How usage/behavioral dynamics change among brands
Why consumers/users buy specific products/services
Levels of brand loyalty and what drives it
The appropriate STATISTICAL & ANALYTICAL TOOLS allows us to identify:
Primary drivers of attitudes and behavior in a category
Unmet needs (i.e., gaps between needs and delivery/performance)
Client opportunities for growing the category or brands via:
Improving current brands
Identifying potential new/different positionings for current brands
Increasing penetration of current brands
Gaining new usage from trier-rejectors/aware non-triers or from competitors
Developing new brands to fill the unoccupied "white space" of a category
Marketing Metrics: Understanding Market Share and Related Metrics ...Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the ... Usage: A measure of customers' self-reported behavior. ...
www.whartonsp.com/articles/article.asp?p=463943&seqNum=8 - 37k - Cached - Similar pages
Idea Group Publishing: Publication DetailsBased on an augmented Technology Acceptance Model (TAM), this paper examines the influence of computer attitude and self-efficacy on IT usage behavior. ...
www.idea-group.com/articles/details.asp?id=375 - 47k - Cached - Similar pages
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Note added at 6 mins (2006-11-20 20:21:45 GMT)
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Awareness, attitudes, and usage (AAU)
Reference: http://www.russellresearch.com/attitude_usage.htm
Reference: http://www.google.com/search?hl=en&q=usage+and+behavior+atti...
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