Free Brief Builder & Template
Free Usage & Attitude (U&A) Brief Builder
Understand how your category is used in the real world with an agency-ready brief in 3 minutes.
Category Penetration
Brand Funnels
Purchase Frequency
- 1Research Focus
- 2Geography & Scope
- 3Goals & Constraints
- 4Context & Generate
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What is a Usage & Attitude (U&A) Study?
U&A studies are the 'bread and butter' of market research. They provide a comprehensive baseline of who is using your category, how they are using it, and what they think about the available brands.
What a U&A Brief Should Cover
A standard U&A brief is quite broad, typically including:
- Incidence & Penetration: How many people use this category?
- Frequency & Volume: How often do they use it, and how much do they buy?
- Purchase Channels: Where are they buying (Retail, D2C, Amazon)?
- Brand Funnel: Awareness, Consideration, Trial, and Loyalty metrics.
Frequently Asked Questions
How often should you run a U&A study?
Most brands run a major U&A study every 12-24 months to track shifts in the market.