Consumer solutions
Usage and Attitudes
Reveal the reality of how customers use your product or service. Diary tasks, photo evidence, and attitudinal exploration give you the unfiltered picture that claimed behaviour can never produce.
(participant diary task in a home setting)
The approach
How it works in practice
Use incling's diary tasks, video responses, and community discussions to capture actual usage behaviour and attitudinal context across moments, occasions, and markets.
01
Diary-based usage capture
Participants document real usage occasions through photo, video, and written diary tasks, recording when, where, and how they use your product as it happens.
02
Journey and occasion research
Walk participants through experiences, from the moment of consideration through to consumption, to identify exactly where friction occurs in real-world settings.
03
Attitudinal exploration
Pair diary evidence with discussion tasks and projective exercises to understand the attitudes, beliefs, and category perceptions that shape usage decisions.
04
Longitudinal habit tracking
Track how behaviour and attitudes shift over time by re-engaging the same community at intervals, building a living picture of evolving usage patterns.
05
Multi-market comparison
Run the same usage and attitudes study across geographies simultaneously, with automatic translation, to surface where usage patterns align and where cultural context shapes behaviour differently.
Why incling
Why incling beats traditional research
Traditional usage and attitudes research relies on surveys and recall, missing what actually happens in the moment. incling closes that gap with in-context diary tasks and community-led exploration.
| Traditional research | incling online communities |
|---|---|
| Survey data relies on claimed behaviour | Diary tasks capture actual behaviour in the moment |
| Snapshots miss habitual patterns and seasonal shifts | Longitudinal design tracks change over time |
| Limited context around product use occasions | Rich visual and narrative context from diary evidence |
| Low engagement in lengthy surveys | Community format drives active, ongoing participation |
Outcomes
What you will uncover
The insight that comes from watching real usage rather than asking people to recall it.
Real usage occasions
When, where, and why customers actually use your product, including the occasions they have stopped considering you for.
Consumption barriers
The functional and emotional limits on usage frequency, and the specific triggers that could expand how often customers choose you.
Category attitudes
How customers perceive and navigate your category, and where your brand fits within it relative to alternatives they consider.
Repositioning evidence
The consumer-grounded evidence needed to credibly reposition your brand as a more versatile or contemporary choice.
Success story
Baileys: Finding New Usage Occasions
The challenge
Baileys is a well-loved brand, but as a niche liqueur it is often tied to narrow, seasonal moments such as Christmas. Partnering with the insights firm Savanta, incling was brought in to uncover the barriers to everyday consideration and find new occasions where Baileys could naturally fit into a UK consumer's life.
The approach
- +Three-day online community with a diverse mix of UK alcohol consumers
- +Ethnographic diary tasks to document general alcohol consumption habits and reveal when Baileys was naturally considered or overlooked
- +Journey research walking through on-trade experiences, covering the full process of ordering and drinking in a bar or restaurant
- +Concept check testing reactions to specific flavour pairings, to understand what might spark a change in habit
The result
The research identified high-potential new usage occasions and pinpointed the specific functional and emotional barriers limiting consumption frequency, giving Baileys the consumer-grounded evidence needed to reposition the brand as a more versatile and contemporary choice for UK consumers.
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ExploreReady to see incling in action?
Talk to the team about your research challenge and see how usage and attitudes research with incling could work for your project.