Usage & Attitudes Reports: Empowering Consumer-Centric Growth

In today’s fast-paced market, every company’s strategy should begin with a clear understanding of its consumers. Usage and Attitudes (U&A) research lies at the core of this approach, helping brands remain relevant and responsive by uncovering how products are used. Traditionally, U&A research has relied on a combination of qualitative methodologies, such as ethnographies, diaries and in-depth interviews, and quantitative approaches, like surveys. While these methods provide valuable insights, they often come with challenges, including long timelines, high costs, and limited scalability.

At Revuze, we’re redefining U&A research with a next-generation approach that leverages AI-powered analysis of the Voice of the Customer. Voice of the Customer (based on Consumers Reviews and Social Listening)  represents authentic, unfiltered feedback from verified users, offering a direct window into real-world behaviors and attitudes. By applying AI tools to these vast datasets, Revuze can extract deep understanding of usages, needs and connections. Our unique methodology transforms U&A AI research by:

• Capturing Authentic Voices: Drawing from genuine consumer experiences that reflect how products are used and perceived in everyday life.
• Achieving Scalability: Analyzing thousands of pieces of consumer feedback across diverse products and categories simultaneously.
• Delivering Real-Time Insights: Providing actionable insights faster than traditional methods, enabling brands to respond quickly to market changes.
• Uncovering Hidden Patterns: Using AI to identify emerging trends, unmet needs, and nuanced consumer behaviors that manual analysis might miss.

By combining the depth of qualitative insights with the breadth of quantitative data, Revuze bridges the gap between traditional U&A research and cutting-edge technologies. This hands-on, AI-driven approach empowers teams across all levels—marketing, product development, and beyond—to immerse themselves in consumer environments. As a result, brands remain agile, consumer-focused, and equipped to thrive in an ever-evolving landscape.

The 5Ws of Usage Research: A Blueprint for Success

The 5Ws framework (Who, What, Where, When, Why) transforms VoC into actionable strategies:

• Who: Understanding audience profiles enables better segmentation and personalized marketing. For example, Revuze has helped brands identify segments such as “value-driven parents” or ‘premium consumer’.
• What: Identifying primary and secondary uses reveals opportunities for innovation and repositioning. Retinol, for instance, is praised for both anti-aging and acne scar reduction.
• Where: The context of use informs product design, packaging, and usability. Outdoor products prioritize durability, while home-use items focus on aesthetics.
• When: Timing insights guide production, inventory, and campaigns. Retinol’s nighttime use paired with morning Vitamin C routines demonstrates how timing drives usage.
• Why: Motivations such as convenience, prestige, or sustainability shape product preferences and guide branding strategies.
  

Case in Point: Retinol in Facial Care

At Revuze, we recently conducted a Usage & Attitudes (U&A) study to uncover how consumers interact with retinol-based facial care products. Our goal was to to understand what drives consumer behavior, and what are the main usage purposes when it comes to retinol, a powerhouse ingredient in the skincare world. The insights we gathered not only revealed how and why consumers use retinol but also highlighted the challenges they face and the opportunities for brands to innovate.

Who: The Retinol User

The typical retinol user is someone deeply invested in improving their skin’s appearance and health, with anti-aging benefits taking center stage. These consumers, often mature women, seek smoother skin and effective solutions for fine lines, wrinkles, and other signs of aging. They are also drawn to products gentle enough for sensitive skin, demonstrating that efficacy without irritation is a key priority.

With What: Beyond Anti-Aging

While retinol is widely celebrated for its anti-aging properties, its appeal extends beyond wrinkle reduction. Consumers frequently pair retinol with complementary ingredients such as Vitamin C, Hyaluronic Acid, Niacinamide, and Ceramides. Together, these ingredients enhance hydration, improve skin texture, and target pigmentation issues like acne scars and discoloration. This multi-functional use highlights the versatility of retinol as both a corrective and preventative skincare solution.

Where: Focused Care

Retinol’s application is concentrated on areas where aging signs are most visible—fine lines around the eyes, forehead, and mouth. Formats such as night creams, serums, and eye care products dominate consumer preference due to their perceived efficacy and ease of use. These products are designed to work overnight, complementing the skin’s natural repair cycle.

When: Nighttime Rituals

The study revealed that most consumers incorporate retinol into their nighttime skincare routine, as the ingredient is best suited for use away from sunlight, which can cause sensitivity. Interestingly, many users noticed visible improvements in their skin within just a few weeks of consistent use, reinforcing retinol’s reputation as a results-driven ingredient.

Why: A Double-Edged Sword

Consumers value retinol for its proven ability to transform their skin, from reducing wrinkles and evening out tone to brightening their complexion. However, the story isn’t all smooth sailing. Many users experience challenges such as dryness, irritation, and heightened sun sensitivity. While serums are often viewed as gentler options for sensitive skin, moisturizers containing retinol can sometimes exacerbate these issues. For brands, this represents both a challenge and an opportunity—to address these pain points while continuing to deliver retinol’s transformative benefits.

The Takeaway: Insights for Innovation

Our study demonstrates how understanding consumer behaviors and attitudes toward retinol can help brands develop more effective products and strategies. To meet consumer needs effectively, brands should focus on creating gentle retinol formulations with soothing ingredients like hyaluronic acid and ceramides, addressing common concerns such as irritation and dryness. Offering products in diverse formats—such as serums, night creams, and eye care—can cater to specific routines and skin concerns. Educating consumers about retinol’s benefits, safe usage, and complementary ingredients is essential to build trust and loyalty. Additionally, targeting niche segments with tailored messaging and innovating with multipurpose solutions that combine anti-aging, hydration, and sun protection will help address market gaps and drive growth.

Through these insights, brands can transform retinol into more than just an ingredient—they can make it an essential part of their consumers’ daily lives. This case study not only highlights the power of U&A research but also underscores how consumer-centric strategies drive innovation, loyalty, and market success.

Why Usage Insights Are Crucial

By understanding consumer usage behaviors, brands can “CREATE” strategies that empower them to innovate, connect, and thrive:

• Consumer-Centric Innovation: Align product development and marketing strategies with real-world consumer needs.
  
  
• Role in Consumers’ Lives: Understand how products fit into daily routines, fostering relevance and stronger connections.
  
• Empowered Decision-Making: Foster a consumer-first mindset, improving collaboration and smarter decisions.
  
  
• Adaptability Through Trendspotting: Identify emerging trends to innovate proactively and maintain leadership.
  
• Trust and Emotional Connections: Build loyalty by addressing pain points and creating meaningful experiences.
• Enhanced Growth Strategy: Align offerings with consumer motivations to secure sustainable market leadership

Final Thoughts

U&A reports are not just research tools—they’re a strategic advantage. By leveraging the 5Ws framework and Revuze’s AI-driven insights, brands can transform consumer understanding into powerful growth strategies. The result? Products that resonate, messaging that builds loyalty, and sustained market leadership in an ever-evolving landscape.

At Revuze, we’re proud to help brands innovate and grow with purpose, creating a future where every decision is guided by the authentic voice of the customer.

Yifat Uri