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Habits & Attitudes and Segmentation

  • Description
  • Research into Habits and Attitudes is aimed at understanding the relationship between a specific audience and a product or service category that constitutes a reliable base for identifying the profile of existing and potential consumers for a company, product or brand.


    To do this, normally exploratory qualitative research is undertaken to determine habits related to a specific population’s choice, purchase and use of products and services. That is, their lifestyle, attitudes, behaviors, and reasons for consuming a service or product. Based on the results of this research, a structured questionnaire is applied to a statistically representative sample to measure the presence and incidence of the habits, attitudes and behaviors identified in the exploratory phase.


    Based on this, the sampled population is segmented. This segmentation is used by the companies to determine who their current and potential consumers are, or their non-consumers, and to establish what differentiates them both in socio-demographic and in attitudinal and behavioral terms.


  • Research Objectives
    • Survey a determined sample population’s habits and attitudes in relation to a product, service or brand
    • Measure the frequency and intensity of consumption attitudes and behaviors for a determined product or service category
    • Determine a target public’s reasons for using, criteria of choice and decision flow for a determined product, service or brand
    • Evaluate attitudes about competing products and brands, their strengths and weaknesses and their image attributes
    • Identify different segments of the sample population, based on attitude profiles and consumption behavior

  • Measures Tested
    • Usage process
    • Frequency of use
    • Choice and purchase process
    • Shopping routines, choice of points of sale
    • Satisfaction, evaluation and scales of agreement for functional and emotional attributes
    • Scales of agreement for brand image attributes
    • Preference hierarchy
    • Criteria that are valued in the choice of a brand and differences between brands
    • Price elasticity
    • Cluster analysis to identify segments

  • Data Collection
  • Face-to-face Personal Interviews or interviews by telephone; In-depth Interviews; Doubles; Triads: Focus Groups


  • Minimum Recommended Sample
  • 300 Personal Interviews at Home; 4 Focus Groups


  • Duration
  • 8 to 10 weeks