The promise of Big Data (and even the advantage of smart data) is the much easier observation of behaviors, especially digital behaviors. A bank understands certain behaviors of its customers very well and a distributor knows the purchases of its recruits.

On the other hand, understanding the bigger attitude systems that explain and help us understand (or even modify) these behaviors is more complicated. Only a coherent research system will allow you to structure attitudes and connect the dots between attitudes and behaviors, allowing you to develop valid operational actions for customers or prospects.

Thus, in the numerous markets, a use and attitudes map can be seen as a preliminary in any strategic action aimed at improving a company’s profitability.


The major problem in conducting usage and attitude studies is duplication (usage on the one hand, attitudes on the other) which creates an great diversity of ET usage/attitudes (in an often complex combination).

Within this framework, it may be necessary to have an exploratory qualitative phase to explore knowledge that is too imprecise to put to a cohesive and efficient questionnaire. This may be centered on the heart of the problems to avoid the risk of using ultra filtered questionnaires that lead to short sample sizes in each of the branches.

The usage/attitudes combination is complex and the analysis always relies on building a typology that allows us to establish the strategic challenges and move towards recommendations based on different targets.


Three great pieces of advice for a successful U & A:

  • a sample size in keeping with the abundance of behaviors and attitudes envisioned (if not, there is a great risk of sample sizes that are too short for the axes that are interesting to study).
  • strategic oversight of the results (retain a relatively macro and structural vision vs. scrutinizing microscopic details that are only epiphenomena).
  • a well thought out questionnaire that does not come across as a kind of logic-less inventory, since it is sometimes very tedious for the questionnaire takers.


Groupe BVA