You know what consumers
buy. Do you know why?
A Usage & Attitude study gives you the full picture — how consumers use your product, what they think about your category, and the attitudes driving every purchase decision. Most brands are working from data that's three years out of date. This is how you fix that.
Why this matters — McKinsey, India
3/4
of consumers switched to a new store, product, or buying method during the pandemic — and many of those switches have stuck.
McKinsey & Company, "The value of getting personalization right—or wrong—is multiplying," Next in Personalization 2021 Report.
A clear understanding of category usage, category attitudes, and consumer behaviour
The consumer attitudes and beliefs driving brand choice right now
Unmet needs before competitors identify and fill them
The gap between what consumers say and what they do
A foundation for segmentation, brand, and innovation strategy
TRUSTED BY
700+
Consumer research projects delivered across India
5M+
Verified panellists on Xcel Global Panel
300+
Districts covered — metro to rural Bharat
20+
Regional languages for authentic, back-verified research
700+
Consumer research projects delivered across India
5M+
Verified panellists on Xcel Global Panel
300+
Districts covered — metro to rural Bharat
20+
Regional languages for authentic, back-verified research
700+
Consumer research projects delivered across India
5M+
Verified panellists on Xcel Global Panel
300+
Districts covered — metro to rural Bharat
20+
Regional languages for authentic, back-verified research
The challenge
Your consumer data has an expiry date.
"Our strategy was built in 2021. The market has changed. We haven't caught up."
Category attitudes shift faster than most brand teams update their strategies. What consumers want from a category, how they use a product, and which brands they trust are all in constant motion. A category usage and attitude assessment helps brands recalibrate with a current, verified picture of consumer category behavior, showing how people think, choose, and behave right now — not in the last planning cycle.
"Our strategy was built in 2021. The market has changed. We haven't caught up."
Category attitudes shift faster than most brand teams update their strategies. What consumers want from a category, how they use a product, and which brands they trust are all in constant motion. A category usage and attitude assessment helps brands recalibrate with a current, verified picture of consumer category behavior, showing how people think, choose, and behave right now — not in the last planning cycle.
"Our strategy was built in 2021. The market has changed. We haven't caught up."
Category attitudes shift faster than most brand teams update their strategies. What consumers want from a category, how they use a product, and which brands they trust are all in constant motion. A category usage and attitude assessment helps brands recalibrate with a current, verified picture of consumer category behavior, showing how people think, choose, and behave right now — not in the last planning cycle.
"Our strategy was built in 2021. The market has changed. We haven't caught up."
Category attitudes shift faster than most brand teams update their strategies. What consumers want from a category, how they use a product, and which brands they trust are all in constant motion. A category usage and attitude assessment helps brands recalibrate with a current, verified picture of consumer category behavior, showing how people think, choose, and behave right now — not in the last planning cycle.
"We keep developing products that solve problems consumers have already moved past."
Unmet needs don’t announce themselves. The consumer needs that will drive your next growth cycle already exist in your consumers’ minds today — but they won’t show up in your sales data until a competitor has filled them. A U&A study supports research on unmet needs by surfacing those gaps before they arise.
"We keep developing products that solve problems consumers have already moved past."
Unmet needs don’t announce themselves. The consumer needs that will drive your next growth cycle already exist in your consumers’ minds today — but they won’t show up in your sales data until a competitor has filled them. A U&A study supports research on unmet needs by surfacing those gaps before they arise.
"We keep developing products that solve problems consumers have already moved past."
Unmet needs don’t announce themselves. The consumer needs that will drive your next growth cycle already exist in your consumers’ minds today — but they won’t show up in your sales data until a competitor has filled them. A U&A study supports research on unmet needs by surfacing those gaps before they arise.
"We keep developing products that solve problems consumers have already moved past."
Unmet needs don’t announce themselves. The consumer needs that will drive your next growth cycle already exist in your consumers’ minds today — but they won’t show up in your sales data until a competitor has filled them. A U&A study supports research on unmet needs by surfacing those gaps before they arise.
THE FIVE STAGES
Every stage is a
decision point.
Click each stage to see what we uncover.
Trigger
Search & Consider
Evaluate
Purchase
Post-purchase
STAGE 1 — TRIGGER
What activates the consumer needs? Internal purchase triggers (routine replacement, aspiration) versus external purchase triggers (advertising, word of mouth, influencer content). Category entry-point analysis — where does your brand first enter the consumer's mind, and where are you absent when the need surfaces?
THE FIVE STAGES
Every stage is a
decision point.
Click each stage to see what we uncover.
Trigger
Search & Consider
Evaluate
Purchase
Post-purchase
STAGE 1 — TRIGGER
What activates the consumer needs? Internal purchase triggers (routine replacement, aspiration) versus external purchase triggers (advertising, word of mouth, influencer content). Category entry-point analysis — where does your brand first enter the consumer's mind, and where are you absent when the need surfaces?
THE FIVE STAGES
Every stage is a
decision point.
Click each stage to see what we uncover.
Trigger
Search & Consider
Evaluate
Purchase
Post-purchase
STAGE 1 — TRIGGER
What activates the consumer needs? Internal purchase triggers (routine replacement, aspiration) versus external purchase triggers (advertising, word of mouth, influencer content). Category entry-point analysis — where does your brand first enter the consumer's mind, and where are you absent when the need surfaces?
Methodology
Designed for India's real complexity.
Large-Scale Quantitative Survey
Nationally representative usage and attitude survey research — segmented by SEC, region, and age.
Large-Scale Quantitative Survey
Nationally representative usage and attitude survey research — segmented by SEC, region, and age.
Large-Scale Quantitative Survey
Nationally representative usage and attitude survey research — segmented by SEC, region, and age.
Ethnographic Home Visits
Observe actual usage in context through ethnographic usage observation research — not what consumers recall, but what they do.
Ethnographic Home Visits
Observe actual usage in context through ethnographic usage observation research — not what consumers recall, but what they do.
Ethnographic Home Visits
Observe actual usage in context through ethnographic usage observation research — not what consumers recall, but what they do.
In-Depth Interviews
Use consumer attitude interview study methods to surface the emotional and cultural attitudes that do not appear in survey responses.
In-Depth Interviews
Use consumer attitude interview study methods to surface the emotional and cultural attitudes that do not appear in survey responses.
In-Depth Interviews
Use consumer attitude interview study methods to surface the emotional and cultural attitudes that do not appear in survey responses.
Online Community Panel
Track how attitudes shift over time across seasons or events through longitudinal consumer attitude research, powered by Xcel Global Panel.
Online Community Panel
Track how attitudes shift over time across seasons or events through longitudinal consumer attitude research, powered by Xcel Global Panel.
Online Community Panel
Track how attitudes shift over time across seasons or events through longitudinal consumer attitude research, powered by Xcel Global Panel.
Diary & Photo Documentation
Capture consumer-led usage moments through a consumer usage diary study, adding richer context than recall-based surveys.
Diary & Photo Documentation
Capture consumer-led usage moments through a consumer usage diary study, adding richer context than recall-based surveys.
Diary & Photo Documentation
Capture consumer-led usage moments through a consumer usage diary study, adding richer context than recall-based surveys.
India callout
We conduct U&A studies in 12+ regional languages, including Hindi, Tamil, Telugu, Kannada, Marathi, and Bengali. All instruments are professionally translated and back-verified — not machine-translated. Consumers answer differently in their mother tongue. That difference is the insight.
India callout
We conduct U&A studies in 12+ regional languages, including Hindi, Tamil, Telugu, Kannada, Marathi, and Bengali. All instruments are professionally translated and back-verified — not machine-translated. Consumers answer differently in their mother tongue. That difference is the insight.
India callout
We conduct U&A studies in 12+ regional languages, including Hindi, Tamil, Telugu, Kannada, Marathi, and Bengali. All instruments are professionally translated and back-verified — not machine-translated. Consumers answer differently in their mother tongue. That difference is the insight.
Deliverables
What You Walk Away With
U&A Summary Report
A clear usage and attitude report covering usage patterns, attitude landscape, and brand perception — structured for your leadership team, not just your insights team.
U&A Summary Report
A clear usage and attitude report covering usage patterns, attitude landscape, and brand perception — structured for your leadership team, not just your insights team.
U&A Summary Report
A clear usage and attitude report covering usage patterns, attitude landscape, and brand perception — structured for your leadership team, not just your insights team.
Category Attitude Map
A visual category attitude mapping research output showing all attitudes present in the category — where your brand sits versus competitors, and where white space exists.
Category Attitude Map
A visual category attitude mapping research output showing all attitudes present in the category — where your brand sits versus competitors, and where white space exists.
Category Attitude Map
A visual category attitude mapping research output showing all attitudes present in the category — where your brand sits versus competitors, and where white space exists.
Unmet Needs Brief
An unmet-needs opportunity report with a prioritised list of consumer needs the category is currently failing to address, supported by indicative opportunity sizing.
Unmet Needs Brief
An unmet-needs opportunity report with a prioritised list of consumer needs the category is currently failing to address, supported by indicative opportunity sizing.
Unmet Needs Brief
An unmet-needs opportunity report with a prioritised list of consumer needs the category is currently failing to address, supported by indicative opportunity sizing.
Attitude–Behaviour Gap Analysis
An attitude-behavior analysis report showing where consumers say one thing and do another — and what it means for brand strategy, product development, and communication planning.
Attitude–Behaviour Gap Analysis
An attitude-behavior analysis report showing where consumers say one thing and do another — and what it means for brand strategy, product development, and communication planning.
Attitude–Behaviour Gap Analysis
An attitude-behavior analysis report showing where consumers say one thing and do another — and what it means for brand strategy, product development, and communication planning.
U&A Tracker Dashboard
A live consumer attitude tracking dashboard for wave-based tracking programmes, showing how usage and attitudes shift over time across regions and SECs.
U&A Tracker Dashboard
A live consumer attitude tracking dashboard for wave-based tracking programmes, showing how usage and attitudes shift over time across regions and SECs.
U&A Tracker Dashboard
A live consumer attitude tracking dashboard for wave-based tracking programmes, showing how usage and attitudes shift over time across regions and SECs.
Strategic Implications Brief
A consumer strategy implication report with 3–5 clear strategic recommendations for brand strategy, product development, and communication — written for decision-makers, not researchers.
Strategic Implications Brief
A consumer strategy implication report with 3–5 clear strategic recommendations for brand strategy, product development, and communication — written for decision-makers, not researchers.
Strategic Implications Brief
A consumer strategy implication report with 3–5 clear strategic recommendations for brand strategy, product development, and communication — written for decision-makers, not researchers.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
Accompanied shopping
We walk alongside consumers in-store and online to observe real decision-making in context — not what they recall, but what actually happens in the moment.
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
TESTIMONIALS
Notes from our clients
"Had a great experience working with the team. They really pushed the boundaries to meet the deadlines that were committed & provide customized data downloads when needed."
FI MONEY
"We had a great and seamless experience. Everything was quite on time and the key POC was very helpful and prompt. The quality was great — the team came forward and helped us at every step."
MAMA EARTH
"The quality of consumers recruited are always fabulous, please continue maintaining the same. Thanks for prompt response at all times — really appreciate the quick response and quality of work."
PIRAMAL HEALTHCARE
Frequently asked questions
How often should a U&A study be refreshed?
Can a U&A study replace brand health tracking?
What makes a U&A report useful beyond the research team?
How often should a U&A study be refreshed?
Can a U&A study replace brand health tracking?
What makes a U&A report useful beyond the research team?
Stop Guessing What Your Consumer Thinks. Know for Certain.
Tell us your category and when you last refreshed your consumer data. Our U&A consulting team will suggest the right study scope, from category research to deeper consumer attitude analysis.
Stop Guessing What Your Consumer Thinks. Know for Certain.
Tell us your category and when you last refreshed your consumer data. Our U&A consulting team will suggest the right study scope, from category research to deeper consumer attitude analysis.
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
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VA 23462
SINGAPORE
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NEW DELHI
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1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
5741 Cleveland street, Suite 120, VA beach,
VA 23462
SINGAPORE
Market Xcel Data Matrix Pte. Ltd.
190 Middle Road, # 14-10 Fortune Centre, Singapore - 188979
NEW DELHI
Market Xcel Data Matrix Pvt. Ltd
1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
5741 Cleveland street, Suite 120, VA beach,
VA 23462
SINGAPORE
Market Xcel Data Matrix Pte. Ltd.
190 Middle Road, # 14-10 Fortune Centre, Singapore - 188979
NEW DELHI
Market Xcel Data Matrix Pvt. Ltd
1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)
INSIGHTS SQUARE
OFFERINGS
USA
Market Xcel Data Matrix Inc
5741 Cleveland street, Suite 120, VA beach,
VA 23462
SINGAPORE
Market Xcel Data Matrix Pte. Ltd.
190 Middle Road, # 14-10 Fortune Centre, Singapore - 188979
NEW DELHI
Market Xcel Data Matrix Pvt. Ltd
1st Floor, A-23, JDKD Corporate, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044
Market Xcel Data Matrix © 2026 (v1.1.3)