Attitude and Usage (A&U)
W5 designs A&U studies that are not merely a review of people's attitudes, but rather examine preferences on the opinion-attitude-belief continuum. While most thought structures fall somewhere in the middle of attitudinal thought, some lean one way or the other, toward either opinion or belief-based thought. Rarely do marketing researchers take into account this opinion-attitude-belief continuum when evaluating behavioral likelihood, which is shortsighted given the dynamic nature of human thought.
While it's critical to incorporate the "voice of the consumer" in marketing plans, we also recommend digging deeper to discover the knowledge structures that drive vocal response. As we know, people don't always act on what they say. Targeting potential barriers to positive responses improves the accuracy of A&U studies and their actionable results.