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Unlocking Future Market Dynamics: Users & Attitudes Studies

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One of the objectives of companies is to adapt their product or service to be as useful as possible for their consumers. But how can they know their preferences or attitudes toward a product that is not yet on the market? Or gather the opinions of thousands of people?

This is where market research comes into play, specifically with the «Users & Attitudes» study.

Through this study, important aspects about user experience, acceptance rate, satisfaction level, and others can be defined, based on the company’s objectives.

What are the best techniques used on U&A studies?

For this study, there are several research techniques that can be used, depending on the desired objectives. For example:

  • Surveys: Surveys involve structured questionnaires administered to a large number of participants. They can be conducted through online platforms, email, or in-person. Surveys help collect quantitative data on users’ preferences, opinions, satisfaction levels, and demographic information.


  • Interviews: Interviews involve one-on-one conversations between researchers and participants. They can be structured, semi-structured, or unstructured, allowing for in-depth exploration of users’ thoughts, experiences, and attitudes. Interviews provide qualitative data and allow for probing and clarification of responses.


  • Focus Groups: Focus groups involve gathering a small group of participants (typically 6-12) to engage in a facilitated discussion. This technique encourages interaction and group dynamics to explore users’ opinions, perceptions, and attitudes on specific topics. Focus groups generate qualitative data and reveal group consensus or differences.


  • Observations: Observations involve researchers directly observing users’ behaviors, interactions, and usage patterns in real-life or controlled environments. This technique helps uncover user behaviors and preferences that may not be captured through self-reported methods. Observations can be done through video recordings, field notes, or eye-tracking technologies.


  • Usability Testing: Usability testing focuses on evaluating how users interact with a product, system, or interface. Participants are given specific tasks to perform while researchers observe their actions and collect data on task completion, efficiency, errors, and subjective feedback. Usability testing helps identify usability issues and improve user experience.


  • Diaries and Experience Sampling: Diaries or experience sampling involve participants recording their experiences, behaviors, or thoughts over a specific period. This technique captures real-time data and provides insights into users’ daily activities, contexts, and subjective experiences.


  • Behavioral Tracking: Behavioral tracking involves collecting data on users’ digital or online behaviors, such as website clicks, navigation paths, or interactions with specific features. This technique can provide objective data on user engagement, usage patterns, and preferences.

This techniques can also be combined, according to the research objectives. In Hamilton Global we have the expertise to create a specific strategy to better align your brand and business objectives. Contac us now!  

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