Our clients are riding a wave of disruption that shows no signs of receding. Virtually every industry is seeing dramatic transformation. Mobility has become electrified, autonomous, shared, and connected. Fintech must invest in voice interfaces, digital assistants, and blockchain technology. Even the basic soft drink is reinventing itself to deliver personalization, naturalness, and functional benefits.
Disruptions such as these drive fundamental changes in human behaviour and attitudes. Think about Venmo, a digital wallet that lets you make and share payments with friends and displays your transactions on a friend-shared app. Venmo resulted in behavioural change in how friends split expenses, such as a restaurant bill, as well as attitudinal changes about finances: people now expect to be able to instantly and digitally exchange money with friends and no longer have any reluctance to exposing their financial transactions to other people.
It is more critical than ever to understand these changing consumer behaviours and attitudes. To this end, marketers turn to Usage and Attitude (U&A) studies. The U&A is an indiespensable tool for understanding consumer behaviours, attitudes, motivations, and profiles and uncovering why people behave the way they do. The information gleaned from U&A studies help marketers to form brand strategies, optimize their portfolios, fill their innovation pipelines, target acquisitions, and, in general, grow their business.
Unfortunately, traditional U&As can be weak at capturing today's disrupted behaviours and attitudes and, as a result, may fail to identify new growth opportunities.
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