Partenze Da Nerola

CONSUMER AREA_Usage&Attitude
The Usage&Attitude research exhaustively analyzes the habitual behavior and the
potential consumers of each specific product category.
__TARGET
consumer/household purchaser
__METHODOLOGIES
The survey provides a quantitative phase in order to analyze the penetration rate, followed by a
qualitative phase to explore the areas and the motivational dynamics.
The following aspects have been used:
Conjoint analysis,
brand price trade off
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CONSUMER AREA_Usage&Attitude
__GOALS
Detailed analysis of consumer behaviours in terms of motivation, choice criteria, decision and
purchasing process
Examination of the relationship between the brand and the consumption process in terms of
frequency and use occasions, type (addition or substitution)
Detailed analysis of the “unsatisfied needs” area and the potential optimizations to give space
to innovation and product development
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CONSUMER AREA_Usage&Attitude
__OUTPUT
Measurement of the U&H in the DIY area: customer targets selected on the basis of the
technical abilities and the self-perceived abilities
Accompagno un’altra persona e
ne approfitto per curiosare nel
pdv
8,4
Devo arredare casa e sono
venuto a cercare dei prodotti
16,4
Per fare un giretto e dare
un’occhiata ai prodotti
18,0
Devo eseguire lavoretti in casa e
non voglio chiamare un
artigiano/professionista,
preferisco risparmiare
30,4
Sono appassionato di fai da
te/giardinaggio e sono venuto a
cercare/comprare dei prodotti
per il mio hobby
In casa sono in grado di fare
tutti i lavori necessari così
chiamo il meno possibile
artigiani e professionisti
Sono un artigiano/professionista
e avevo bisogno di materiali per
il mio lavoro
16,0
5,0
5,8
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CONSUMER AREA_Usage&Attitude
__OUTPUT
Positioning of the types of bricoleurs
Complex
HARD BRICOLEUR

PROFESSIONALS

Types of
works

SOFT BRICOLEUR

Simple
NON -ORIENTED
Necessity
Psycological
involvement
+
Pleasure
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