A category question bank built from client experience runs frequent light waves into an online database for self-serve analysis, layered with monthly trend briefs and an annual report.
✦How does the target audience know, buy and use the category?
U&A Usage & Attitude Research
Markets move faster than the annual 100-question U&A. This solution makes U&A light, frequent and cumulative — the right people, the right questions, and answers you can keep querying.
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Why the old way fails
Business needs U&A more often than it can afford: the traditional study asks 100+ questions at high cost, category players pay repeatedly for near-identical questions, and sample data never integrates with big-data signals.
The path
How the chain runs
- 01
Define the WHO first — whose behavior the conclusions describe — and the study's nature (open exploration vs. hypothesis validation), mapping what you know against what you don't.
- 02
Configure by decision: opportunity mapping across category, audience and brand; launch-stage studies (habits, shopper journey, media touchpoints, channels); campaign need-finding; offline, e-commerce and livestream shopper research; and operations work like category trackers, drivers & barriers and churn analysis.
- 03
An industry question bank keeps each wave to 52-54 questions (16 demographic, 18-20 category, plus brand modules) — light enough to run continuously.
- 04
Results compound into an online database: brands query it self-serve, merge identical questions across waves and crosstab any segment — with AI search coming.
- 05
TrendAI listening adds the big-data layer: monthly category trend briefs from key media and WeChat content, rolling into an annual industry report.
Key numbers
52-54题questions per wave vs. the 100+ monolith
每月category trend briefs from big-data listening
每年industry U&A insight report
Field cases (anonymized)
What you get
A living category U&A database you can query and drill into, plus monthly consumer-trend briefs and an annual industry report.
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Smart insight, faster decisions