Consumer Intelligence
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Qualitative insights at the speed of your business
Conveo automates video interviews to speed up decision-making.
Definition:
A usage and attitude study is a foundational consumer intelligence method designed to document how target audiences interact with a product, service, or category, alongside the beliefs, perceptions, and motivations that shape that behavior. These studies typically explore purchase frequency, consumption habits, brand perceptions, unmet needs, and competitive context, giving insights teams a structured baseline for segmentation, positioning, and innovation decisions. Within consumer intelligence programs, usage and attitude studies are often run periodically to track how behavior and sentiment shift over time, making them essential for brand health monitoring and category strategy. When conducted qualitatively, they surface the reasoning and emotion behind behavior that survey data alone cannot explain.
How Conveo Does It
Conveo runs usage and attitude studies through AI-moderated video interviews with real participants, not synthetic respondents or AI avatars. Teams can launch a study in under 30 minutes using an AI-drafted interview guide built from their research brief, then run hundreds of conversations in parallel across markets and languages. Multimodal analysis captures speech, tone, and facial cues alongside verbal responses, surfacing the emotional context and behavioral nuance that makes usage and attitude findings credible and decision-ready for enterprise stakeholders, typically within days.
Related terms.
Qualitative Research
In-Home Usage Test (IHUT)
A method for identifying and organizing patterns of meaning across qualitative data sets.
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Qualitative Research
Unmet Needs
A method for identifying and organizing patterns of meaning across qualitative data sets.
See full definition →
Qualitative Research
User Persona
A method for identifying and organizing patterns of meaning across qualitative data sets.
See full definition →
Frequently asked questions.
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