An important quantitative research method of identifying growth opportunities in the marketplace is to group your customers based on their attitudes, behaviours and needs. This helps you to identify valuable, and importantly targetable, market segments.
Understanding how your consumers currently engage with your product or service (or your competitors’ if you are not yet in Japan) is an important part of positioning and strategy.
Usage and attitude studies typically address:
Buyer types (age, gender, and psychographic characteristics)
Frequency of purchase, recency of last purchase, place(s) of purchase
Brand awareness
Attitudes towards you and your competitors
Consumer needs
Read case studies involving usage and attitude and other quantitative market research methods