A usage and attitude survey provides a thorough understanding of the current market landscape. ProMind can deliver the following elements of the study:
– Survey questionnaire design and development
– Programming and secure hosting of the survey on proprietary servers
– Project management
– Qualified, statistically significant sample
– Raw data tables
– Enhanced marketing research report including:
– Key findings and recommendations
– Verbatim responses in full and grouped into key themes
Each usage and attitude survey designed by ProMind is custom tailored to meet specific research objectives. The data is typically collected via online methodologies utilizing our survey tool which offers advanced capabilities such as data piping of responses, branching logic, mandatory response (no non-response), multi-language and strategic page breaks to streamline the questionnaire, ensure a positive user experience and increase data accuracy.
Our quantitative analysis professionals design the usage and attitude questionnaire to ensure the framework is set to capture the targeted information in a meaningful format. Our analysis capabilities provide standard cross-tabulations of the data set, which may include: markets, age, gender, consumption levels and users vs. non-users. To provide further insights we can conduct fair share analysis on the primary data to provide a detailed view of how the brand and the competitive set perform on critical factors.
Some of the analytical options for usage and attitude surveys are detailed below. Before selection and implementation, we would further discuss the application of these approaches and the ways in which the findings can be applied to drive your brand forward.
– Factor analysis of attributes to provide further depth in understanding the relationship between attributes.
– Key driver analysis to reveal the derived importance of attributes (using multiple regression analysis) and to identify the attributes that have the most influence on driving the desired attitudes and behavior including the relative impact and strengths of each attribute.
– Key driver quadrant analysis to highlight differences between stated and derived importance, and also display the strengths and weaknesses of the brand(s) in comparison to the competitive set on these attributes. The results of this analysis are displayed on a grid that highlights the differences between stated or verbal importance and derived importance developed by using the desired behavior (e.g. purchase intent) as the dependent variable. The performance of the brand on the individual attributes is overlaid to display its relative strengths and weaknesses within the context of stated and derived importance. Action planning can then be based on the attributes of greatest importance, whether emphasizing strengths or shoring up perceived weaknesses.