… to fully understand the market environment
Why? It’s like buying a house – you first need to get to know the neighbourhood. To identify your best place on the market in terms of: choosing your target audience, create communication strategy, defferentiate from competition.
When? Two are the most common situation when „Attitudes & usage“ study is recommended: 1. when entering a new /unexplored market and 2. to track changes in consumer behavior over time and how it changes the perception of brands in the category and respectively the category itself.
How? online, CATI or F2F – depends of your target audience…but choosing the method is not the only task. Using the right models is what creates knowledge and understanding.