Habits and Uses Surveys

Habits and uses tests 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 Test 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…) 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 , experience ) 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)