Market profiling (usage & attitude)
An important quantitative research method of identifying growth opportunities in the marketplace is to group your customers based on their attitudes, behaviours and needs. This helps you to identify valuable, and importantly targetable, market segments.
Understanding how your consumers currently engage with your product or service (or your competitors’ if you are not yet in Japan) is an important part of positioning and strategy.
Usage and attitude studies typically address:
- Buyer types (age, gender, and psychographic characteristics)
- Frequency of purchase, recency of last purchase, place(s) of purchase
- Brand awareness
- Attitudes towards you and your competitors
- Consumer needs