Usage and Attitudes Study
Map how, when and why people use a product category, which brands they choose and what holds them back, to size opportunities and shape positioning. Run it as a baseline before a launch or a repositioning; replace [product category] and the [Brand] tokens with your own.
How you use [product category]
Question 1*
How often do you use [product category]?
Question 2*
On which occasions do you usually use it?
Question 3*
Which of these brands have you used in the past 3 months?
Question 4*
Which brand do you use most often?
Question 5*
How long have you been using that brand?
Question 6*
Where do you usually buy [product category]?
Question 7*
How much do you spend on [product category] in a typical month?
1 2 3 