When attitude, image, and usage studies make sense
If you have been doing business for a while, for better or worse, consumers make associations with your company, brand or product. Your product might be associated with terms like high-end and trendy or cheap and obsolete…any number of other attitudinal and image factors.
How attitude, image, and usage studies work
AIU studies allow a company to see their business from the eye of the consumer or buyer. They are used to test the effectiveness of a company’s image, brand or advertising campaign. By determining user attitudes toward the company/brand, the way they perceive the company/brand (image), and how or how frequently they use the company/brand, we can uncover motivations and drivers of usage. From there, you can accentuate the positive and eliminate the negative, leading more consumers to your brand, product or service.
Included in AIU studies are:
- Advertising Effectiveness
- Brand Identity
- Concept Testing
- Corporate Image/Identity Research
- Branding/Identity Testing