This is a “bread & butter” quantitative research topic which is used extensively by consumer (esp. FMCG) companies. The aim is to assess who is using which product (or service), to what extent, what they know about it, how they feel about it, and what changes they would like to see.

U&A studies are often run as tracking surveys (regular surveys that measure change over time) and, if well designed, can reveal a huge amount of strategic knowledge about the client’s product/service, about their customers, and a lot of information about their competitors.