Conducting attitudes and usage research can prompt more advanced studies, allowing you to segment and identify drivers of behaviors within your consumer base
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Prompt a drivers analysis
Identify your consumers’ often subconscious attitudes and perceptions to make better decisions about the way in which you market. Use A&U studies to determine what motivates consumers so you can best assess their purchase intent and secure their loyalty.
Segment your audience for more personalized campaigns
Pair your A&U study with additional attributes, like psychographics and demographics, to segment your audience. Target these distinct segments to create a more impactful and personalized approach to product development, messaging, and more.
Be intentional with who you talk to
Use an A&U survey as a screener for future studies, so you can ensure you’re talking to the consumers who view your brand and use your products exactly as you intend to.
In order to drive their sustainability agenda forward, a major F&B brand needed to understand key category drivers and consumer segments across the vegan/plant-based category, and claims/pack labels most compelling to these different consumer segments.
The Solution
With the help of Suzy, the F&B brand was able to understand the actual motivators of what drives purchase in the plant-based/vegan category. What’s more, findings via Monadic testing targeting these segments confirmed the team didn’t need to spend unnecessary money by heavily investing in a vegan label certification. Instead, the study confirmed that a plant-based credential actually held much more weight with consumers and was the least alienating among both plant-based acceptors and rejectors.
