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Attitudinal research 101: methods and examples
- Attitudinal research offers insight into customers’ beliefs and feelings, enriching product and marketing strategies.
- It helps tailor marketing efforts by understanding what motivates users’ decisions and preferences.
- Tracking shifts in user attitudes over time keeps businesses agile and customer-focused.
- Attitudinal research is a type of market research conducted to understand what people feel about an idea, product or service.
- There are often two ways to conduct UX research: attitudinal vs. behavioral research.
- The most common attitudinal research methods are user interviews, surveys, focus groups, experience sampling, ethnographic studies, and sentiment analysis.
- Attitudinal research provides valuable insights into user preferences by revealing what customers think, feel, and want about a product or service.
- Attitudinal research is limited by biases in UX research, limited predictive power, and outdated insights.
- Examples of attitudinal research include understanding brand perception in the fashion industry, developing products for a tech startup using feedback, and sentiment analysis for improving customer service in an airline.
- Combining attitudinal and behavioral insights allows for better-informed decisions in product development, marketing, and customer engagement.
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