In today’s competitive market, understanding consumer attitudes toward your brand, and usage patterns for your product or similar products, is crucial for businesses to thrive. Here are six examples of how brands have leveraged C+R’s custom attitude & usage (A&U) research to develop effective strategies and achieve their goals.

Shopper Panel Category Strategies

C+R used a shopper panel to gain deep insights into shopper behavior within a specific product category for a CPG (consumer packaged goods) brand. By leveraging a panel of verified category purchasers, C+R administered an A&U survey to understand motivations and barriers to purchase. Armed with these insights, the client was able to understand purchasing patterns and preferences, which were pivotal in developing a targeted strategy for the category.

Method:

• Utilized a shopper panel to gather in-depth insights into consumer behavior within specific product categories.
• Conducted in-depth survey to understand purchasing patterns and preferences.

Result:

• Identified key trends and shifts in consumer behavior.
• Enabled the client to develop a new category strategy, and start a conversation about lagging performance with its retail partner.

View the full Shopper Panel case study here.

Exploring Behaviors & Needs Across Cultures

This attitude and usage study explored consumer behaviors, attitudes, and habits across various cultural contexts through a multiphase qualitative and quantitative research program. Online communities and discussion boards, followed by a massive 13-country survey with 22,860 category decision makers, provided a comprehensive understanding of cultural attitudes and behaviors towards small appliance usage. This data helped inform the client’s future product planning and development.

Method:

• Employed qualitative and quantitative research methods, including an online discussion board and a multi-country survey, across multiple cultural contexts.
• Analyzed data to uncover unique cultural attitudes and behaviors towards products and brands.

Result:

• Provided a comprehensive understanding of cultural differences and similarities.
• Uncovered insights that helped the client tailor their marketing strategies to resonate with diverse cultural segments, enhancing global reach and brand relevance.

Full case study: Exploring the Behaviors & Needs Across a Variety of Cultures

Building a Complete Brand Picture

Combining a path-to-purchase study and an Attitude & Usage (A&U) study, C+R provided a thorough assessment of a state lottery’s brand perception and consumer attitudes. A robust sample size for each study enabled researchers to analyze the results on several different levels, ultimately providing key insights to inform the client’s marketing and messaging strategies.

Method:

• Combined path-to-purchase and attitude & usage research to assess brand perception and consumer attitudes, as well as purchase decision-making.
• Used multiple surveys with robust sample sizes to gather comprehensive data across six segments of consumers.

Result:

• Uncovered new opportunities for the brand to engage with consumers at many points along the path to purchase, tailored to each of the client’s consumer segments.
• Shared results with a broad audience within the client organization, providing key insights that would impact each department’s business function and strategies.

Read the full Building a Complete Brand Picture case study here.

Messaging Strategies for Higher-Risk Individuals

Focusing on individuals at higher risk of, or disproportionately impacted by, suicide, C+R partnered with the Ad Council to conduct over 80 in-depth interviews and a comprehensive online survey to provide the national 988 hotline with recommendations for effective communication strategies. The insights gained helped develop empathetic messaging strategies to support and reach at-risk individuals effectively.

Method:

• Conducted a large number of in-depth interviews with individuals at higher risk of suicide.
• Utilized a massive online survey to gain quantitative data about at-risk individuals.

Result:

• Developed recommendations for empathetic and effective messaging strategies aimed at reaching and supporting at-risk individuals.
• Provided the 988 program with insights into communicating with people at higher risk of suicide.

View the mental health case study details here.

Learning & Education Needs Across International Markets

This case study explores educational needs and preferences across various international markets through multiple multi-language surveys. C+R Research collaborated with the client to develop a multi-country online survey, and administered it to a total of 400 caregivers and 200 teachers across four countries. Through the survey, C+R was able to compare the differences by country and between parents and educators, allowing us to identify key attitudes and behaviors among these different targets.

Method:

• Employed multi-country surveys adapted to local market language across various international markets to explore educational needs and preferences.
• Analyzed data to identify key trends and gaps in current educational offerings.

Result:

• Provided insights into the diverse educational needs and preferences of people in different regions.
• Enabled the client to identify the commonalities and differences in learning attitudes and approaches that exist across international markets in order to structure future innovation.

Read the case study: Exploring Learning and Education Needs Across International Markets

Empathic Understanding of LGBTQ+ Shoppers

Through the use of an online discussion board with a shopping mission, and an Attitude and Usage (A&U) study, C+R aimed to help the client understand the shopping behaviors and needs of LGBTQ+ shoppers. To accomplish this, C+R used both qualitative and quantitative research techniques to engage with LGBTQ+ shoppers to discover how they viewed the client’s brand, and how the client could communicate effectively with them.

Method:

• Used an online discussion board with a shopping mission, as well as an attitude and usage (A&U) study, to gain insights into the shopping behaviors and needs of LGBTQ+ shoppers.

Result:

• Assisted the client with developing an understanding of the unique challenges and preferences of LGBTQ+ shoppers.
• Provided the client with detailed knowledge about the similar and differing ways LGBTQ+ and non-LGBTQ+ shoppers viewed their brand versus competitors.

View the full case study, Developing an Empathic Understanding of LGBTQ+ Shoppers, here.

Conclusion

These case studies highlight the power of attitude & usage (A&U) research in uncovering valuable insights and shaping effective strategies and tactics. By understanding and addressing the attitudes and usage patterns of different consumers and shoppers, brands can achieve greater relevance, inclusivity, and success in the marketplace.