Usage & Attitude (U&A) — From Funnel to Unmet Needs

Who uses the category, how, when, why — funnel, occasions, repertoire, attitudes and unmet needs. Modular funnel on SuperJ with Poseidon.

What is Usage & Attitude (U&A)?

U&A answers category funnel, usage occasions, brand repertoire, attitudes and unmet needs — no stimulus cells. Hercules uses linear / modular funnel (general→brand→product) with India-correct NCCS and tier spread via SuperJ.

Panel Access

20M+ verified Indians via SuperJ

Research Methodology

  • Category funnel and occasions
  • Brand repertoire and attitudes
  • Unmet needs modules
  • Qual thread via web-call interviews (new)

Deliverables

  • Category map and funnel conversion
  • Occasion × brand heatmaps
  • Attitudinal segments and white space

Industries Served

  • FMCG
  • BFSI
  • Automotive
  • Consumer Tech
  • Retail
  • EdTech

About Hercules

Hercules is an AI-powered market research platform by Jupiter Meta Labs, Hyderabad. Access 20M+ verified Indian consumers instantly. Create surveys with AI in minutes, deliver via the SuperJ app, and get results with Poseidon analytics — in hours, not weeks.

  • 20M+ verified consumers across India — Tier 1, 2, and 3 cities
  • AI survey creation — describe your research goal, Hercules builds the survey
  • SuperJ app delivery — highest response rates in India
  • Zero Knowledge Proof (ZK) respondent verification — 100% authentic human data
  • Blockchain-backed data integrity — tamper-proof research records
  • Poseidon analytics — best-in-class insights on verified consumer data
  • ₹1,119/month — 10-100x cheaper than Kantar, Nielsen, SurveyMonkey

About SuperJ — India's Largest Verified Survey Panel

SuperJ is the consumer app by Jupiter Meta Labs where verified Indians earn cash rewards for completing surveys and research tasks. SuperJ users are identity-verified through Zero Knowledge Proof technology — so every survey response is from a real, authenticated Indian consumer. This makes Hercules research 100% bot-free and fraud-free.

About Poseidon — The Analytics Engine for Verified Data

Poseidon is the analytics and intelligence engine that powers Hercules research. It analyses verified SuperJ consumer responses to deliver deep behavioural insights — segmentation, trend analysis, sentiment scoring, cross-tabulation, and AI-powered recommendations.

Pricing

Free: 10 surveys/month, access to 100 SuperJ users. Starter: ₹1,119/month — unlimited surveys, full 20M+ panel access, Poseidon analytics. Pro: ₹30,000/quarter — everything in Starter plus priority support, dedicated account manager, and custom campaigns.

Questions this research answers

Common questions asked about this research goal, answered directly:

What is a U&A study and how do I run one in India?

Usage and attitude research maps who uses the category, how often, on what occasions, and why. Hercules U&A templates cover the category funnel, occasions and brand repertoire, fielded on SuperJ with NCCS and tier spread.

How can I find unsatisfied needs in the Indian snack market?

Run a U&A plus friction probes: Hercules quantifies penetration and occasions while open-text and projective questions surface unmet needs. Poseidon clusters the verbatims into themes with base sizes attached.

Case studies using this research approach

Frequently Asked Questions

What makes a good U&A?

A funnel that moves general→specific, behavior before attitude, modules per objective — not a bolted product frame. Hercules enforces this via methodology catalog.

Does U&A need a stimulus?

No. Zero stimuli → descriptive design. Hercules never proposes monadic for U&A.

How to add qual depth?

Run web-call interviews (45–60 min, discussion guide, recorded → transcript → goal-wise insights) on the same audience.

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