Attitude & Usage Studies
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Attitude & Usage Studies

Discover perceptions, brand equity, and usage habits among the shoppers you’re trying to reach most.

Understanding one’s position in the marketplace is critical for any company – from startups to globally recognized Fortune 500s. Attitudes & Usage studies give you a better picture of the environment in which your brand lives, and can reveal opportunities for growth that aren’t immediately obvious.

Kelton’s A&U experts can help you identify specific shopping drivers, barriers habits, and communication preferences. We also excel at measuring key brand health metrics and competitors, determining key building blocks for brand strategy based on consumers’ needs and expectations, identifying whitespace opportunities and developing in-depth profiles of target consumers based on both demographic and psychographic insights.

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Case Studies

Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.

Brand Positioning Research for Jägermeister

Case Studies

Brand Positioning Research for Jägermeister


The liquor category has changed quite a bit since Jägermeister launched more than 75 years ago. To keep growing, we helped reposition the brand to capture a new generation of drinkers.

How We’re Different

The essence of the Kelton brand comes through best in the people who are on the front lines. We’re not just number crunchers; we are botanists and baseball fans, giggly animal lovers and homebrew geeks, and, yes– data heads, creatives and sociologists who choose the right tools, resources and experiences to meet each client challenge.

All about the story


As former journalists, we strive for intuitive, research-driven stories that provide context for the data. Our team identifies the most critical findings, and brings each to life with compelling narratives to make sure the insights hit home.

A focus on depth, not breadth


You can probably think of an endless list of questions to ask your customer. We help you prioritize the key factors that will impact cultural attitudes and directly tie to business goals, and dive deep to clarify these factors for your team.

Research Into Action


We design our research so that the results can be seamlessly integrated into day-to-day operations and long-term strategies. Because data is meaningless if you can’t put it to work.

Global Aims


We leverage digital technology and on the ground fieldwork to maintain visibility in every global market. We work closely with local partners across the world to re-direct, probe, and iterate on key findings as they emerge.

All about the story

As former journalists, we strive for intuitive, research-driven stories that provide context for the data. Our team identifies the most critical findings, and brings each to life with compelling narratives to make sure the insights hit home.

A focus on depth, not breadth

You can probably think of an endless list of questions to ask your customer. We help you prioritize the key factors that will impact cultural attitudes and directly tie to business goals, and dive deep to clarify these factors for your team.

Research Into Action

We design our research so that the results can be seamlessly integrated into day-to-day operations and long-term strategies. Because data is meaningless if you can’t put it to work.

Global Aims

We leverage digital technology and on the ground fieldwork to maintain visibility in every global market. We work closely with local partners across the world to re-direct, probe, and iterate on key findings as they emerge.