Usage & Attitude (U&A)

In a Usage & Attitude study we deep dive into the essence of the product category and try to understand what it means to the consumer.

What is a Usage & Attitude Study?

Usage & Attitude research supports you in making successful strategic plans for the next ten years. It will guide you in filling your pipeline with impactful products that consumers actually want. How? By giving you a deep understanding of how consumer use your products (and your competitors’) including how they think and feel about them.

We combine these insights with a peek at upcoming developments in your category and an overview of consumer trends that are happening right now all over the world. Equipped with this guidance, you will be ready to future-proof your portfolio.

Why?

Understanding your consumers and translating their values, behaviours and needs into possible future scenarios for your business is essential to develop impactful products.

Our approach offers inspiration by shining a light on what’s already happening in your category. Our team of trendspotters is ready to go.

We offer reassurance: your strategic decisions will no longer be based on gut feeling, but on solid understanding of your consumer. We also don’t start from scratch; we incorporate our longstanding experience on food, consumers and innovation and your specific category knowledge.

How?

Usage & Attitude Research is not a one-size-fits-all approach. We tailor our approach using an array of research steps and methodologies as building blocks. In collaboration with our clients we carefully design a roadmap that matches their needs and budget.

Qualitative research: consumer research exploring perceptions, preferences and barriers related to your category.
Quantitative research: surveys to learn who uses products in your category, when, why and what they think of different brands in the market.
Global horizon scanning to find inspiring examples of innovations in your category.
Megatrend analysis to understand the changing consumer landscape and prepare for the future.

Offering strategic guidance through a well-defined process

U&A studies often deliver a lot of information, but we’ve got your back. Through tailored workshops we support you in turning our actionable insights into strategic decisions. Throughout the study we work in close cooperation in a clearly outlined process towards the crystal-clear 3d picture of your category that you need.

Get in touch

Have a question?

We love to tell you more, so feel free to contact us for more information or fill in the form at the bottom of the page.

Our research products

Strategy

Innovation

Advertising

“Future of Food Institute has provided us with a 3D picture of what’s happening in the mushroom category.

Their School of Trends discovered nearly 150 mushrooms innovations worldwide, many of which we had never heard of before. Combining this with their trend framework and thorough qualitative and quantitative consumer research has given us an abundance of innovation ideas, that are both inspirational and backed- up by solid research.

The research enabled us to map international similarities and differences in consumer attitudes towards the category.”

Bart Bakker, CMO Leading Strategic Marketing and Product Development

Examples of our work

Discovering the world of mushrooms

SCELTA Mushrooms is one of the biggest mushrooms processing companies worldwide. Their goal? To explore mushrooms’ potential in plant-based diets and develop innovative strategies to drive future growth.

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Understanding the future of (no) alcohol consumption

Lowlander wanted to better understand the changing alcohol drinking and moderation habits of Dutch consumers. These insights were needed to develop a future-proof strategy for their company.

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We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.

We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.