Qualtrics

General Measures of a Consumer Behavior Survey

Frequency of Product Use:

• IDENTIFY USAGE SEGMENTS—User/non-user, frequency and amount of product use (identify heavy, medium, light, non-users)
• COMFORT WITH USE OF PRODUCT OR SERVICE—Are you a product user?; do you currently own?, etc
• RELATIVE USE—More or less of a user than other people using the product

Situational Use:

• Primary and secondary product use situations
• Primary use location
• Critical issues and needs for product/service use
• Identification of use situations (identify new uses that are currently unknown to you/your company)
• How do you use the product?
• How have you used the product? (in what ways, applications, uses, problems solved, experiences?)
• Reason for not purchasing more of the product/service (current or alternative use situations)
• How has the customer studied or learned how to use product more effectively? (is there a user group, a sub-culture group?)

Experiential Use:

• Identification of brand usage experience
• From whom did you learn to use the product? (sphere of influence)
• Which brands have you used?
• Which brand are you currently using?
• Beliefs about product/service use benefits
• Identification of stereotypical user profile

Use Satisfaction:

• Use loyalty satisfaction with current use of brand/product/service
• Loyalty of use