MMR Strategy Group

Identify key leverage points to target positioning, communications, and product development.

Usage and Attitude studies allow managers to evaluate a brand or market.  Clients use MMR usage and attitude studies to develop strategies that improve the efficiency and effectiveness of marketing activities by focusing resources on the highest-potential opportunities in the marketplace.  Usage and attitude studies can also uncover opportunities to grow brands, and can point the market segments that should be targeted to increase market share.

Usage and attitude studies are related to tracking studies, which track variables over a longer period of time.

MMR believes that usage and attitude studies must be designed carefully to provide information essential to identify the opportunities for growth. MMR’s usage and attitude studies allow our clients to make marketplace decisions that help grow brands or businesses.  Usage and attitude studies address topics such as:

• Brand image:  What is the image of our brand?  How does that image compare with the image of competitive brands?
• Brand Performance:  How does our brand perform against competitive brands?  In key segments of the market, such as specific retailers, channels, or customer segments?
• Customer Demographics and Behaviors:  What are key demographics and behaviors of customers in the marketplace?  How is the product purchased and used?  What are key demographics and behaviors of prospects, or frequent customers?  Are changes in buying behavior favoring our products, or suggesting new opportunities?
• Customer Needs and Satisfaction:  How are customer needs changing in the marketplace?  How satisfied are customers with our brands and with competitive brands?  What are the touch points where customers are most satisfied?  Most dissatisfied?  Where do we need to improve customer satisfaction?
• Advertising Effectiveness:  What is the effectiveness of our advertising, promotions, or other types of marketing communications?  What media are most effective?  Does advertising drive awareness, consideration, purchase, repurchase, or other elements?

For more than 35 years, MMR has tracked and analyzed consumer attitudes and usage to evaluate strengths and weaknesses of key segments and markets. MMR Usage and Attitude studies have provided strategic advice on topics including reach and frequency expansion, optimal targeting, and product and service features.

Contact MMR to learn more.