Marketers always ask such questions like: who use the product? When do they use the product? What are consumers’ attitudes towards the product? Marketing research may answer those questions by applying Usage & Attitude Test (U&A test). Usage and Attitude surveys (U&A) give marketers an opportunity to thoroughly review product or service within its marketplace so that marketers have well understanding about product’s appeal, strengths, weaknesses and any gaps to enhance business performance. In addition, Usage and Attitude surveys (U&A) gives marketers insights regarding brand perception, then help marketers in evaluating how well the product is known within the market

1. Usage & Attitude Testing (U&A Test)
Marketers always ask such questions like: who use the product? When do they use the
product? What are consumers’ attitudes towards the product? Marketing research may answer
those questions by applying Usage & Attitude Test (U&A test).
Usage and Attitude surveys (U&A) give marketers an opportunity to thoroughly review product
or service within its marketplace so that marketers have well understanding about product’s
appeal, strengths, weaknesses and any gaps to enhance business performance. In addition,
Usage and Attitude surveys (U&A) gives marketers insights regarding brand perception, then
help marketers in evaluating how well the product is known within the market.
Usage and Attitude Test is going to answer such questions from marketers:
 Who use the product?
 When do they use the product?
 What are consumers’ attitudes towards the product?
Surveys and questionnaires are key tools that support marketers in identify characteristics of
their target consumers and learn how they consume the product. Based on collected data,
marketing researchers identify demographics, psychographic characteristics, category details
and brand details that will help marketers in create more effective marketing strategy to target
potential consumers. Such U&A study give marketers an objective appraisal of the current
situation and may identify specific challenges for the product or brand in the longer term which
will need to be addressed strategically. The U&A can then become a base against which
progress and trends are tracked over time with future studies so that the results and
recommendations can be built into the strategic planning process.

2. In a Usage and Attitude Test, Marketing researchers ask questions like these:
 Demographics: Age, gender, income, education, region, language and household size
 Psychographic characteristics: are you the primary grocery shopper, do you like
shopping, and are you a bargain hunter.
 Category details: how often do you buy this product, how often do you use it, what size
of product do you buy
 Brand details: what do you like about this brand, what would you change about this
brand
Benefits:
 The who-what-when-where-how dynamics of your category or market
 Identify brand loyalty and what drives it
 Understand how behavior and usage changes by brand
 Why consumers buy specific brands (and what is distinctive about these consumers)
 Identify any gaps between needs and performance (opportunities)
 The basis for a customer segmentation study

3. AMR Group is an expert in Vietnam and its markets. The team is local but with international
training and experience, operating to global standards. AMR Group helps brands bloom in
Vietnam through lean, focused & reliable marketing research from VINAMR Marketing
Research & Consultants; marketing & brand strategy with AMR. VINAMR Marketing Research
& Consultants provide world class lean, focused and reliable research through deep
understanding of the brief, international quality field, professional data handling & decision-
orientated analysis, action focused recommendation. AMR use insights from VINAMR
Marketing Research & Consultants to deliver effective marketing & branding consulting, retail
consulting & training, seminar & training: Brand War
Compiled by AMR Group (Marketing Research in Vietnam-Nghien Cuu Thi Truong Viet
Nam) on 2014
Source: Strategic Initatives
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For enquiries, email Mr. Nguyen Thanh Tung (CEO of AMR Group)
research@vinamr.com.vn
This article is compiled by AMR Group to provide updated information on markets. AMR Group
puts the best effort to obtain the most accurate and timely information available from various
reliable sources. The article should be best considered a reference and indicative only. It is not

4. an offer or advice for any actions related to any assets. AMR Group provides no warranty or
undertaking of any kind in respect to the information and materials found with, or linked to the
report and no obligation to update the information after the report was released. AMR Group
does not bear any responsibility for the compiled information, or any consequences arising from
its use.
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