We know A&U research

For 65+ years, C+R Research has been at the forefront of Attitude & Usage (A&U) research, helping brands understand consumer behavior and perceptions. A&U studies have been a cornerstone of our offerings since the company’s founding, evolving alongside market research methodologies to provide deep insights into how consumers think about and use brands.

What is A&U Research Anyway?

A&U research is a comprehensive approach to understanding consumer attitudes, awareness, and usage patterns for products or services. These studies provide a holistic view of a brand’s position in the marketplace, uncovering valuable insights such as:

• Brand awareness and perceptions
• Purchase behaviors and decision drivers
• Usage occasions and frequency
• Competitive positioning
• Unmet consumer needs and opportunity spaces for brands

What a Great A&U Study Can Do for Your Brand

A well-executed A&U study can be transformative for brands, offering powerful strategic insights to drive growth. Key benefits include:

1. Identifying brand awareness and consumer perceptions
2. Monitoring competitive positioning
3. Assessing brand equity and health
4. Understanding barriers to product trial or usage
5. Discovering usage occasions and opportunities for expansion

How an A&U Study Works

At C+R, we take a rigorous approach to A&U research:

1. We size and profile each component of the purchase funnel
2. We uncover relationships with key consumer segments
3. We identify potential opportunities to connect with new or under-served segments
4. We use advanced analytics to assess brand health and market performance
5. We identify obstacles to brand adoption and opportunities for new messaging strategies

Our process typically involves both qualitative and quantitative methods, allowing for a nuanced understanding of consumer attitudes and behavior. We also emphasize the importance of ongoing tracking research, especially in dynamic markets where consumer preferences can shift rapidly.

One Great Example

A standout case study in C+R’s A&U portfolio is our work with the National Pork Board. Tasked with understanding pork consumption patterns and attitudes, we designed a comprehensive research program that included:

• Category Discovery to understand dynamics of the client’s categories and subcategories versus competitive proteins.
• Conducted ten focus groups exploring perceptions, emotions, and barriers related to the category
• Used an online survey to explore how retail purchase behavior could be overlaid with consumers’ needs and motivations
• Administered three sequentially triggered surveys to quantify consumers’ attitudes and usage of pork and competing categories in multiple dimensions

This multi-faceted approach allowed the National Pork Board to develop targeted strategies for different consumer segments and identify new growth opportunities for the pork industry.

A&U and You

In today’s competitive marketplace, understanding your consumers is more critical than ever. A&U research provides the foundation for informed decision-making, helping brands stay relevant and responsive to consumer needs.

Whether you’re a CPG brand looking to expand your market share, a startup seeking to understand your target audience, or an established company exploring new product categories, A&U research can provide invaluable insights to guide your strategy.

Ready to gain a deeper understanding of your consumers and unlock new opportunities for your brand? Contact C+R Research today to learn how our A&U research solutions can drive your business forward.