When it comes to understanding how consumers think and feel about a product or service, attitudinal research is one of the most important methods that can be used. This type of user-experience research helps to measure the importance of different product attributes that have a strong influence on purchase decisions. By using this method, companies can better understand the needs and wants of their consumers, which can help them create products and services that are more in line with what people are looking for.

Attitudinal research is a user-experience research method which is used to understand a participant's opinions, beliefs, feelings or thoughts around a subject often using surveys and focus groups. Organizations use attitudinal studies to measure the importance of specific parts of an experience to participants over time. They are a good way to discover your consumers' needs and goals.

Attitudinal Studies versus Behavioral Studies

The difference between attitudinal and behavioral studies comes down to whether participants are telling you about their behavior or you are observing their behavior. In other words, what they say versus what they do.

Examples of Attitudinal Studies

• User Interviews
• Card Sorting
• Surveys
• Customer Feedback