Marketing researches come in different forms with different goals. Usually, researchers begin with the UAI (Usage, Attitude, and Image) study. The UAI gives researchers a good combination of consumer insight and information on brand performance.

Traditionally, companies seek the help of research firms to come up with a UAI questionnaire that chosen respondents can answer. With online paid survey companies, you can achieve the same result at a fraction of the cost.

Below are more detailed explanations of how you can maximize the benefits from your paid survey, to get the information you want from the target market that matters to you. Let’s pretend that your product is shampoo.

1. Usage

The Usage section allows you to find out how your target market uses your product or other brands that belong to your category. Possible questions may include:

o How often do you wash your hair?
o Do you prefer your shampoo and conditioner to be separate, or would you rather have a 2-in-1 product?
o How often do you change your shampoo?
o What makes you decide to change your shampoo?

2. Attitude

Questions under the Attitude section reveal how your market receives communication efforts by your brand and your competitors. Possible question include:

o What are the first 5 shampoo brands that come to mind?
o Which 3 shampoo ads do you remember the best?
o Have you heard about (insert your brand)?
o Which shampoo ads annoy you? What makes them annoying?

3. Image

The Image section of your UAI seeks to help you find a unique positioning for your brand, so that you can come up with a brand promise that doesn’t echo other brands. Possible questions include:

o Which shampoo brands come to mind when you hear or see the following:
+ Soft hair
+ Long hair
+ Dandruff
+ Good smell
o Which function/attribute do you find most important in shampoos?
o Rank the following attributes according to importance:
+ Anti-dandruff
+ Conditioner
+ Soft hair
+ Anti-fizz

UAI reminders

Remember that the UAI is a tool that helps you understand the consumers. It is important to downplay your brand, so that the responses won’t be biased. The UAI puts more emphasis on the qualitative responses rather than the quantitative, to help you establish better relationship with the market through effective communication.

This entry was posted on Tuesday, January 27th, 2009 at 1:51 pm and is filed under Market Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.