Humans are complex and sometimes also complicated. Whoever wants to make consumers to customers should be aware of this complexity in order to understand it. Within the framework of our usage & attitude studies we investigate everyday usage of products (and services in general) and research the underlying needs.
Depending on the research assignment and scope we choose from a variety of quantitative and qualitative methods – from more global insights using big samples to detailed information with the help of personal in-depth interviews. In that way we reconstruct market relevant everyday practice and identify the types and segments which require specific marketing strategies.

Our usage & attitudes studies provide answers to questions like:

  • How and under which circumstances do consumers use products in their everyday life?
  • Which are the underlying needs?
  • Which product attributes are important to consumers? How do products create benefit?
  • What kind of types and segments can be identified and how can they be addressed best?