Usage and attitude (U&A) studies explore the needs, behaviours and opinions of customers regarding a product or service. Usage and attitude studies are versatile, and can be used to gain an overview of as well as a detailed inquiry into customer behavior and attitudes. Needs assessment and knowledge, attitudes, and practices (KAP) fall until this type of studies.

Before deploying to the field, we conduct our own in-depth research on the client’s business. In the preparatory phase, we use secondary sources and key-informant interviews to explore the client’s product or service, sector trends, and competitors. This approach has enabled us to conduct actionable U&A studies for clients in different sectors.