This is a type of survey that aims to ‘understand a market’ and identify growth opportunities by answering questions on whom to target, with what and how. This fundamental type of study is useful for identifying the linkages among usage behaviours and opinions. U&A’s typically are done in a very customised way and, depending on the business objectives, generally include some or all of the following:

• ‘Market sizing’ (e.g. category penetration, usage frequency, etc.)
• ‘General category understanding’ (e.g. who uses, what/when/where /how, category dissatisfactions, etc.)
• Understanding brands (brand penetration, brand perceptions, brand choice drivers, etc.)
• Information for targeting (e.g. attitudinal or behavioural segmentations

The benefits of U&A research would include:

• Provides you with an understanding of a demographic profile and attitudes to a brand within a certain consumer segment
• Allows you to understand how and where best to focus marketing activity
• Flexible offering can be scaled to your budget