An "Attitudes and Usage" study attempts to describe the purchasing decision process of a consumer. There are three general stages in this model that are: 1) Identifying and becoming aware of a product, 2) Deciding to purchase the product and 3) Becoming loyal to the brand. By focusing on the purchasing decision of a consumer data gathered by examining underlying attitudes can help explain why certain consumers employ preferential treatment between different brands. Ultimately, establishing brand loyalty is the overarching goal for market researchers.

Therefore, attitudes and usage are critical tools for market researchers that help understand the effectiveness of current marketing campaigns, brand recognition, and even public image of a company. What exactly constitutes an attitude? Attitudes in market research are underlying beliefs that a person has pertaining to product. It's often an attitude about a product, the person may have positive or negative feelings that are commonly connected with a visual image referencing the product it recalls.

When concerning attitudes that consumers may have about a product, basic concerns are very important. These include: the perception of product quality, value of a product, and relating an image to a particular product. Measuring attitudes and usage can be achieved through various survey methods ranging from "have you ever of brand X" question types, to which brand comes to the "top of your mind" first. These surveys are critical in assessing how effective a company is at marketing their products by examining the attitudes consumers have and the effect these attitudes have on considerations for product purchase or usage.

In today's increasingly connected, media savvy world, your company is your brand. It's imperative that you entrust your company's most valuable asset to a group of innovative professionals who can ensure that you will gain a deeper, more valuable understanding of your consumers.