Usage and Attitudes Research

Webhaptic Intelligence is one of the market research companies specialised in Usage & Attitude Studies in Nigeria.  Usage and attitudes research is mainly used to understand consumption and market patterns and trends of any given product or service at a particular point in time.

  • Identify the positioning of a brand among competitor brands
  • Developing marketing strategies
  • SWOT analysis in order to discover a new opportunities, gaps or unfulfilled needs.

Such research can be used to identify and understand usage attitudes, habits and preferences of consumers towards particular products or brands. By analysing such information one can gain knowledge regarding their market position versus their competitors and also identify which products or brands may be challenging your company’s position, that is, identifying the main players within your product or service category. Furthermore, this type of research analyses the strength of your company’s brand presence in the market, by asking questions such as, do consumers know about your brands? Do they use these brands? How often? And which other brands do they use?

Usage and attitudes research goes beyond usage patterns and market positioning by analysing certain areas such as, how is your brand perceived? What is your brand’s personality? Does your own idea and expectations of your brand match the perception of your consumers?

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Our steps in obtaining this type of information include:

  • The definition of objectives. This includes defining the sample universe, e.g. should it contain users of your specific IT product or any IT user?
  • The methodology (typically by telephone) and questions are agreed, e.g. “How often do you use the internet? How would you prefer to transfer data to your clients?” etc.
  • The fieldwork is carried out
  • The results are cross analysed to an agreed level
  • An incisive report is given to the client with action points.

In turn, such data will enable your company to build a sound marketing and consumer strategy based on realistic awareness of the market. Certain usage and attitudes research may also provide insight into what needs to be changed or which new opportunities should be pursued, by identifying any gaps or unfulfilled or unmet needs in the market, thus enabling potential business growth.

To find out how your company or organisation can implement a usage and attitudes research to improve your market position or customer service, send an email to lagos@webhaptic.com