Usage and Attitude, Segmentation, Path to PurchaseUnderstand who uses your product, why, and how they decide
Usage and attitude studies, needs- or behaviour-based segmentation, customer journey and touchpoint mapping, and persona profiles your marketing and product teams can build on.
Is this for you?
- You are planning a portfolio, positioning or communication strategy and need a current picture of the customer.
- Your segmentation is demographic and does not explain behaviour.
- You want to know where in the journey customers are won or lost.
- Product, marketing and sales each describe the customer differently.
What you get
- 01
U&A study
Usage occasions, frequency, attitudes and brand perceptions across the category.
- 02
Needs- or behaviour-based segmentation
Segments defined by what customers need and do, sized and profiled.
- 03
Customer journey and touchpoint map
The steps from awareness to purchase and repurchase, with the touchpoints that matter at each.
- 04
Persona profiles
One page per segment, written for use by product, marketing and sales.
Deliverables
- Survey data and tables (Excel)
- Segmentation model with segment sizes
- Journey map and persona set (PDF)
- Report and presentation
How we work
- Step 01
Design
Objectives, category, target population and sample.
- Step 02
Fieldwork
Quantitative survey (online, CATI or face-to-face) and qualitative interviews or groups.
- Step 03
Analyse
Segmentation, journey analysis, persona development.
- Step 04
Deliver and workshop the findings with your teams.
Why IMR for this
Our own field teams in India and partners across APAC, MEA, Europe and North America.
Segmentation is built to be actionable: each segment is reachable and sized.
Works for consumer and B2B categories.
Frequently asked questions
Quantitative or qualitative?
Usually both: qualitative to understand, quantitative to size and segment.
Can you track this over time?
Yes, as a repeat study or a tracker.
Do you cover B2B users as well as consumers?
Yes.
