Finishing time：2015/11/9 16:09:44 Announcer：TRISEARCHER
What’s U&A Research?
In the process of customer behavior research, usage and attitude research (U&A) is the key subject. At present, U&A is a market research model that’s comparatively mature and frequently used. It’s widely applied in consumer research fields of fast moving and durable consumer goods , such as food, drinks, cosmetics, washing products and daily necessities.
Application of U&A Research
U&A is a market research model that’s comparatively mature and frequently used. It’s widely adopted by research institutions from home and abroad. With the U&A model, not only are companies able to measure the market status, current consumer and competitor status of the measured products accurately, but they can better understand customer behavior and features as well. Therefore, the research result will serve as guidance for the next step of company market strategy and promotion.
The main content of U&A research covers the following indicators of customers: recognition of products/ advertisement, usage and purchase habits, satisfaction evaluation, media habit, and attitude towards product market promotion, which is also used for market segmentation and target market identification. Market segmentation is based on consumers’ preference towards products. Under same conditions, companies should position their target markets on ones that are highly preferred by customers, because the latter always pay more attention on their favorable products. Consumers’ preference in each segmented market always requires careful testing even when applying other segmentation methods, such as geographic location method.
