This study generates in-depth understanding of perceptions on category and purchase, usage and handling behaviour. Haystack offers three different approaches to the U&A study:
• Online: gather information through an online questionnaire, which is distributed to a large representative sample.
• Face to face: respondents are invited to a central location facility where they participate in a computer-assisted interview, allowing them to actually handle the product.
• In-home: respondents are required to purchase products and use them in their day-to-day environment. Information is gathered in a diary that the respondents have to complete during a certain period of time.