A usage and attitude study (also U and A, U&A) is a valuable tool for understanding the marketplace appeal of a product and the opportunities for sales within a targeted consumer group. Usage and attitude studies focus on the frequency of product use, frequency of product purchase, attitudes towards merchandise in terms of strengths and weaknesses and features an item lacks that would be desirable. These studies also include questions relating to the respondents attitudes towards the brand selling the product in terms of loyalty and brand image. Though traditionally associated with physical goods, usage and attitude studies are equally useful for companies with a service-based offering.
Usage and Attitude studies help marketers better understand the customers by exploring their knowledge, perceptions, intentions and behaviors
It is very important to know both what customers say (attitude) and what customers do (behavior).