Usage & Attitudes studies by Investzoom

We offer usage & attitudes research solutions for Eastern Europe (in general or for specific Eastern European countries) by utilising several components based on mixed research methodologies:

Image research (for industrial b2b marketing)

Image research is the integral part of usage & attitude insights programme, where other elements being measured are awareness and experience.

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Usage and attitudes toward product or service

The only opportunity to understand the Eastern European markets is to be familiar with consumer needs and behaviours by questioning them what they are doing and why with specific products/services. This research programme address this issue in a complex manner.

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Image market research

Image, or how we, as a business or individual appear to the others is the cornerstone for any success. Usually having good image (appearing to your customers as reliable business or brand) encourage some of the sales, and negative image might spoil the market in some of trade circumstances.

The basic difference between image market research and the other insight programmes such as usage and attitude or customer satisfaction is that you can scrutinise opinions of respondents who never have been buyers or even specifiers but are aware of your products/services or your market existence.

It is obvious that using this programme you can gather opinions of your recent or former clients either. However this type of study slightly differs by its aim and construction from the other ones. The major goal of this study is to scrutinise what is your image from different angles, dispersed to your clients, ex-clients, and those who had never been clients.

Usually, recent customers have a firsthand knowledge of your business, your prices, your product design, your reliability credentials, and pros and cons of your customer service premises. In such a case, the image snapshots gathered from this group of customers might be more accurate than from ex, or non clients.

So, as you could notice, the basic task might be distinguished and segmented to the responding audience at the level of study design and implementation. In fact, the questionnaire which is used for taking opinions about your image might be the same for recent customers and non customers. The main difficulty is to administer and convince non customers at the recruitment level, while they may find to difficult to understand, why you require some significant and discrete response just from them.

Image market research has some limitation in conduct, as should be provided by using declarative techniques, with a too little level of confidence achieved from telephone interviews or online survey. In light of this we propose to utilise this type of study with strict correlation with other surveys.