Target group research
Target group research - detailed analyses of behaviour and preferences - most often employ the U&A (Usage and Attitude) technique. This method allows the definition of both consumers and products in the context of purchasing motives and even the elements of consumers’ lifestyles.
- Where and how to reach consumers?
- What are the expectations of my target group?
- How to diversify my offering to provide for different market segments?
The objective of U&A (Usage and Attitude) research is to define the target group of a given product using information on habits and behaviours related to the consumption and usage of a given product or service. The main area analysed in U&A research is consumer behaviours and attitudes related to a given product/product category/brand – from rejection to affirmation. The analysis provides an excellent basis for segmentation studies: it helps create consumer profiles and examines how a product is used. U&A research covers existing products, i.e. which have been present on the market for at least several months.
Our analysis offering answers the questions: to what extent the existing offering satisfies the needs of the target group; whether it allows customer migration between individual price categories (including whether the offering provides for a properly defined Premium segment); which elements of the offering attract new customers; and whether any offering shortcomings cause customer outflow. The habits and attitudes are surveyed at every stage of contact with the product – from considering whether to purchase a product, through selection of a specific product, selection of the place of purchase and the purchase itself, ending with the usage of the product and making a decision to purchase the same product again or replace it with a different one.
How do we deliver
We usually start target group research with a qualitative assessment based on focus group interviews (FGI) conducted with users of a given product category as well as users of products from the researched offering (of a given producer). After defining the key features of offering perception and following a workshop interview with the client (aimed at determining key product strategy elements to be tested) we progress to the quantitative part of the study. The report from the study provides information not only on the consumer of a given product, but also on his/her qualities and any factors influencing his/her decision to purchase a given product. Depending on the applied research techniques or their combination, target group research can identify declared attitudes or present actual behaviour