Consumer Research / Consumer Behavior Research:

The consumer research provides a complete understanding of the consumer motivations for choice and usage of the product/brand, various user segments and the perceived benefits of the product.

• Usage & Attitude Study
• Segmentation Studies

Usage & Attitude Study

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

Usage & attitude studies investigate all aspects of the relationship between consumers and a specific product, service or market.  They provide the basic foundations for much marketing activity by providing a full understanding of the market into which a product or service will be, or is already being sold.
It is only by understanding the consumers' needs and what they are doing and why, that you can deliver the right products and services to them in the right place at the right time.  Usage & attitude studies have to recognize the fact that as markets have become more complex, and niche marketing more popular, so brand usage, habits and attitudes may differ according to different types of use or different user groups.

It provides:

• a general overview of the market to enable you to identify problems and find solutions for them
• an integrated database enabling the influence of needs and attitudes upon product/service usage to be assessed
• Segmentation of the market according to particular types of use or particular user groups enabling the identification of gaps in the market.
  

Segmentation Studies

Market segmentation is used as a strategic marketing tool for defining markets and thereby allocating resources. Segmentation studies use statistical techniques called factor analysis and cluster analysis to combine attitudinal and demographic data to develop segments that are easier to target. In many situations it is better to identify your target groups and aggressively market to smaller, more defined segments.
Market segmentation is concerned with individual or group differences in response to specific market variables (e.g. preferences, lifestyles, media habits, etc.). The strategic presumption is that if these response differences exist, can be identified, and are reasonably stable over time, and if the segments can be efficiently reached, the company may increase its market share beyond that obtained by assuming market homogeneity.

Methodology

• Conduct qualitative research to gain a general understanding of purchase and usage behavior.
• Conduct quantitative research to determine purchase and usage patterns by segment.
• Conduct cluster analysis to segment the market.

Queries that get solved:

• What is the purchase process for the product market, by user segment?
• How do users work with these products, by user segment?
• What can be done to increase the likelihood of purchase, by market segment?
• Specific product features/attributes?
• Pricing?
• New distribution channels?
• How can usage be increased within segments?
• What are the types of things they would like to be able to do with these products?
• What is the likelihood of the purchase of our product and competitive products by non-customers, by market segment?
• How are competitors' customers using competitive products, by user segment?