habits and uses surveys

Habits and uses surveys are directed at understanding usage situations: how, when and where the product is used. Habits and uses studies sometimes include a real or virtual pantry audit.

General Measures that are part of a Habits and Uses Survey

Frequency of Product Use

• Identify usage segments: User/non-user, frequency and amount of product use (Identify Heavy, Medium, Light, Non-user segments)
• Comfort with use of product / 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 (may be a series of items - see Product Loyalty Measures)