Market Studies 9
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[edit] 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.
[edit] General Measures that are part of a Habits and Uses Test
[edit] 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
[edit] Situational Use
- Primary and secondary product use situations
- Primary use location
- Critical issues and needs for product/service use
- Identification of use situations (plus, identify new uses that are currently unknown to you and 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?)
[edit] 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
[edit] 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)