U&A 2.0 is a comprehensive approach to strategic and segmentation research that allows to collect exhaustive information about the market and the category. U&A 2.0 may include 2-4 research modules.
Identifying socio-demographic and core behavioral characteristics of the target audience via representative quantitative research. The recommended data collection method is CATI interviews on a random sample of mobile numbers.
Understanding the context of the category and generating hypotheses to be verified at the quantitative phase. Data collection can be carried out using focus groups, individual in-depth interviews or online forum.
Studying of consumer behavior and attitudes in the large-scale quantitative survey covering all consumer segments. Data collection can be carried out using face-to-face, online or CATI interviews.
Detailed description of key consumer segments for better understanding of their specifics. Data collection can be carried out using focus groups, in-depth interviews, ethnographic visits or mobile diaries.