Unlocking Consumer Insights: Usage & Attitudes Market Research Agency

Harness consumer data and adapt your business strategy based on actionable insights

Discover who your consumers are and what they want. We help you transform insights into actionable results.

Understand the market in which you operate

Identify the needs and attitudes of consumers regarding certain categories of products or services.

See consumption behaviors

Discover how the product or service you offer is used by consumers in their daily lives.

Access new opportunities

You identify unmet consumer needs that translate into growth opportunities.

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Usage and Attitude Research (U&A) – Consumption habits, straight from your target persona

Understand your consumers, find out what their needs are and what are the factors that influence their purchase decision, as well as who are your competitors. Here’s how we help you!

What do you gain by doing a research into Usage and Attitudes (U&A)?

Gain an in-depth understanding of consumers

A study of usage and attitudes (U&A) helps you to identify the needs and attitudes of consumers regarding certain categories of products or services. You can learn about the categories and brands known, used and even preferred by consumers.

You define the profile of the ideal consumer (consumer persona)

You understand who your ideal consumer is, what their needs and challenges are, and what their preferred communication channels are. This is how you build an effective communication strategy.

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What questions does a Research into Usage and Attitudes (U&A) answer?

Gain insights into consumer behaviors

Who buys what?
Where do they buy from?
How often do they shop?
What are the contexts of use / purchase?
How do I make the purchase decision?

Do you understand the consumers in the market: how do they make decisions?

What makes them choose a particular product / service?
What stops them from choosing a particular product / service?
What do consumers think about the brand & competitors?
What preferences do they have?

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When do you conduct a Usage & Attitudes (U&A) Study?

Evergreen Research into Behavior and Attitudes

The U&A study aims to help you get an overview of the market of interest. They can be done once, recurrently or continuously.

Recommendation of MKOR experts

The recommendation of MKOR experts is to opt for conducting U&A Studies on a recurring basis to understand changes in the way consumers think and behave, even as they occur.

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Methodologies used for Usage and Attitude Research (U&A)

Survey

Focus Group

In-Depth Interview

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What do you get in a Usage and Attitudes Research (U&A)?

Concrete results and strategic recommendations. You have access to all project deliverables:

Research report

Dashboard interactiv

Topline report

Raw database

Survey script

Activity reports

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Don't have time to wait? See what data about consumption habits you can access instantly

We help you research data for informed business decisions

We set the goals together

We understand what your company's needs are and together we establish the research objectives. Based on them, we choose the study research methodology.

We get data directly from the source

MKOR experts jump into action and collect the most relevant data. Regardless your company's niche, you will learn what the needs and attitudes of consumers are.

You get actionable recommendations

We take responsibility for the results of our research and guarantee their validity. Our reports are interactive, easy to understand and provide insights for business growth.

We have been doing research for 11+ years

We are experts in market research, dedicated to a common goal: to provide relevant data for those who choose us as partners. It motivates us:

Customer challenges

Actionable results

Projects with meaning

Passion

Perseverance

Continuous growth

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See the Usage and Attitude Research we've written about

In our client portfolio you will find descriptions of the research projects we have worked on so far👇

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11+

Years of experience in market and consumer research

200+

Successfully delivered research projects

75+

Clients served, from Retail, FMCG and many other industries

They trust us ♥

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Întrebări frecvente

How large does the sample need to be for a statistically valid U&A study?

For a nationally representative consumer U&A study in Romania, a minimum of 400 respondents is required to achieve a margin of error of ±4.9% at 95% confidence for the total population. For subgroup analysis — comparing urban versus rural consumers, or users versus non-users — each subgroup should contain at least 100 respondents. MKOR typically recommends n=600–800 as the baseline for studies requiring robust segment-level reporting, and n=1,000+ for multi-country or multi-category studies where cross-tabulation depth is critical.

What is the difference between a U&A study and brand tracking research?

A U&A study is diagnostic and strategic: it maps the full consumer relationship with a category and a brand at a specific point in time, answering the who, what, how, and why of consumer behaviour. Brand tracking is monitoring: it measures a defined set of KPIs (aided awareness, purchase intent, brand image attributes) at regular intervals to detect change over time. Best practice is to run a U&A study first to establish the category map and select the right KPIs, then deploy a tracker to monitor those KPIs on a rolling basis.

Can a U&A study be conducted for B2B markets?

Yes. B2B U&A studies are increasingly common in categories such as financial services, logistics, SaaS, and professional services. The methodology adapts accordingly: CATI or structured online surveys replace mass CAWI fieldwork; sample sources shift from consumer panels to verified business registries or LinkedIn-sourced respondents; the attitudinal battery focuses on organisational decision criteria, procurement process stages, and supplier evaluation frameworks. MKOR has delivered B2B U&A studies across Romanian, CEE, and Western European markets.

How is a U&A study different from a focus group?

A focus group is a qualitative method: it explores perceptions, motivations, and language in depth but cannot project findings to a population. A U&A study is quantitative: it measures the incidence, frequency, and relative importance of attitudes and behaviours across a representative sample, allowing statistically valid conclusions about the target market. MKOR combines both: focus groups inform questionnaire design and hypothesis generation; the survey then quantifies which hypotheses hold at market scale.

What markets and categories has MKOR covered in U&A research?

MKOR has delivered U&A studies across FMCG (food, beverages, personal care, household products), retail, financial services, telecommunications, automotive, healthcare, real estate, and media. Geographically, MKOR covers Romania as primary market and operates in 20+ European countries through certified research partner networks. Each international project is coordinated from Bucharest with local fieldwork partners audited against MKOR quality standards and ESOMAR compliance requirements.

How does MKOR ensure data quality in online surveys?

MKOR applies a four-layer quality control protocol: (1) Panel hygiene — deduplication, blacklist screening, and digital fingerprinting before respondents enter the survey; (2) In-survey controls — attention check questions, logic traps, open-ended consistency validation; (3) Post-field data checks — speeder removal at less than 40% of median completion time, straight-lining detection on rating scales, and IP geolocation validation; (4) Statistical weighting — rim weighting by age, gender, region, and education to match the target population profile from national census data.

What is the typical investment range for a U&A study in Romania?

Investment depends on scope: sample size, number of target segments, methodology mix, and deliverable format. For a standard national consumer U&A study (n=600, CAWI, single category, full report and interactive dashboard), indicative investment ranges from 4,500–8,500 EUR excluding VAT. Multi-method programmes combining quantitative and qualitative phases, or multi-country studies, are priced on request. MKOR provides detailed proposals within 48 hours of receiving a written brief.