Run usage and attitudes

---
name: run-usage-and-attitudes
description: Use when the user wants a usage and attitudes (U&A) study, to understand how and when consumers use a product or category, usage occasions, habits, needs, category perceptions, or brand repertoire, or to find unmet needs and white space for a consumer brand.
allowed-tools: Read
---

When the user wants a usage and attitudes study:

Apply the shared [consumer panel study policy](references/consumer-panel-study.md) and [approval and workflow continuity policy](references/approval-continuity.md).

1. Ask what the study should inform: innovation, positioning, a new occasion, or a refresh of what the team believes about its consumers. Ask which markets.
2. Define the audience by category use: used the category in the window, with a spread of heavy, medium, and light users, and optionally lapsed users. Ask whether any segment needs its own quota.
3. Create the study with `create-study-from-brief` (Panel). When the user wants help choosing a type, the market-intelligence type suits unmet needs; an in-depth interview suits open exploration. A good brief covers the most recent usage occasion in detail, other occasions across a typical week, the brands in their repertoire and when each is used, the job each product does for them, what frustrates them, and what they wish existed. Anchor attitudes in described occasions rather than asking for opinions in the abstract.
4. Sharpen screening with `design-screeners`, then estimate and launch with `field-a-panel`. Use one study per country. The human approves the saved plan, then the complete quote, before anything is spent.
5. When interviews complete, offer `analyze-completed-study`, organized by occasion and by need. Interview counts describe the sample, not market share.