Usage and Attitude


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A broad sweep to see which brands are most important in the market, what factors are important when customers are buying them and how satisfied they are.

Use this to:

Get a quick & easy scan of the most basic and vital high level usage and awareness brand metrics from customers in your target market.

Gain critical knowledge for creating or updating communications strategy making certain the strategy is on track. Whatever your market sector this is a critical resource needed by all brand managers.

What you get in the report:

Awareness of your brand and up to 19 competitor brands in the target category/market – who is the most recognisable brand in the category, which is most often used and is your brand ranked where it should be?

Identification of closest alternatives – which brands are on the purchase radar alongside yours?

Insights into loyalty and switching behaviours – is the tide in your favour or against you?

Satisfaction scores for brands used – who are the winners and losers.

Net promoter scores for all brands used – who is the market most likely to be talking about?

Opportunity to verify your assumptions about key buying criteria in the target category.

In summary a pdf report showing which the key competitors are (in the customers mind) and data showing awareness & usage of the most important brands in the sector.

Before we start your project, we will need some information from you please use the download form to tell us about:

  • The name of the target brand and the names of up to 19 main competitors
  • The name of the product category that your brand sits in eg. Breakfast Cereals or Ladies Hats or Power Tools etc
  • The list of up to 10 Buying  Factors (if you have them already)
  • The time window in which the last/latest purchase was made, for some goods it may in the last week and for others in the last year

Advice about sample aim for:

Aim for a minimum of n=100 in your target audience  – but advice from your friendly statistician would probably be to buy the largest sample your budget can afford.

Advice about data collection methodology: 

Web (self completion)  OR CATI (computer assisted telephone interviewing)

Not quite right?

If you cannot find an off-the-shelf product solution to meet your requirements we offer two great additional solutions:

  1. CUSTOMISE OUR EXISTING PRODUCTS We are happy to take our standard products and customise them to your precise requirements (e.g. by adding extra questions or changing questions). This can be a very fast and cost-efficient way for clients to reach a perfect solution.
  1. COMMISSION A CUSTOM PROJECT We frequently carry out a wide range of custom research projects for clients – so whatever your needs please ask us.

In either case please either use the “Custom Research” option in the footer of this page OR email Chris or Mike directly with your questions:




Additional information


You can chose up to 4 competitors in addition to your brand

Sample requirements?

Do you need to buy in a sample or do you have internal resources to manage data collection/fieldwork?
Please look at the sample options in the drop down list on the right for some of the most common options and if you cannot find what you are looking for please use the contact page to let us know what you require?

Reporting requirements?

Do you need an in-person presentation workshop or will a pdf report by sent by email (with follow up phone call) be sufficient?
Please use the reporting options in the drop down list to specify your reporting requirements?

Any questions?

Please use the contact form to let us know?

Key Buying Factors?

Send us us your list of assumptions and we will get feedback. Maximum 7 buying factors.

Can I change the questions?

The questions are formulated to give you very high level of cost effectiveness. You can change the questions but this will add cost and result in delay.

Please use the contact form giving us details about the changes you are looking for. We can explain the cost and time consequences so you can decide which option is best for your situation.

What does the report look like?

A demo report is available for each product so you can see exactly what you get. All you need to do is enter the your email address so we know where to send it.

How quickly will I get results?

The speed of delivery of the report will depend the complexity of the sample that you specify. For example a large B2B sample requirement may take several week or a small consumer sample may take a few days.

What if I have my own list that I can use?

We can supply a URL only.

In this case you will be in control of the final sample that is achieved.

We will create the report as normal once you tell us that the data collection stage is complete.


Can I give the URL to a third party to secure the necessary interviews?

Please use the contact form and tell us.

What does it mean when it says URL only?

This is an option if you have your own database, email list  and want to take control of the data collection stage. We will deliver a URL for you to send out through your own CRM system. All you need to do at the start is tell us at what point you want to close the survey, this is usually defined by telling us the maximum and or the date by which you want results.

Can I brand the URL as my company?

Yes this is possible but there is a fee.

Please use the contact form to give us details about your request and will reply.

What if I need a target sample that is very specific to my industry but do not have customer list?

Go to the Fieldwork page on this site and specify your requirements.

I have a good list, can you use it for my project?

Yes, we will sign the necessary confidentiality agreements up front and can use your list.

We cannot be responsible for the quality of the list or the response rate that we get and will have to agree up front the number of time that we recontact people.


You just need to provide us with four simple pieces of information (either via the online form or via the downloadable form which you can email back to us).


  1. Define your market sector
  2. State the time period the brand usage question should cover
  3. List the brands you want us to test for awareness & usage
  4. List the attributes (buying criteria) we should include in our test


For awareness and usage we test up to 20 brands.


They are defined by you the client.


If you have a pre-defined list from previous research, we will use that (up to a maximum of 10 buying criteria).


If you don’t know which criteria are the most important in your sector then you can use our standard list of buying criteria. These can be applied to any market sector.


We also ask an open question so that respondents can make us aware of any further important criteria.


To get useful indicative data on a sector we advise that you need a minimum sample of at least 100.


In general, the larger the sample the better the data, although beyond a certain critical point adding more respondents does little to improve the strength of the results.

Consult a sample size calculator app for further guidance or please ask us for advice anytime.

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    To complete the specification please choose one of the the payment options that suits you best?  When you get to the checkout page you will be prompted to complete the necessary payment steps. 

    • (max file size 50 MB) £
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