Traditional U&A studies tell you what consumers report doing and thinking. A Qualzy U&A community shows you what they actually do - in context, in the moment - alongside the attitudes and motivations that drive that behaviour. The difference is significant.
Conventional U&A surveys ask consumers to report their category usage. What consumers report is what they remember, what they think is relevant, and what they believe is the right answer - not necessarily what actually happens. Usage occasions are far more varied, context-dependent, and emotionally loaded than survey data typically reveals.
The attitudes that drive behaviour are often subconscious. Consumers articulate rational reasons for category choices while emotional, habitual, and social drivers operate below the surface. Qualzy's combination of in-context diary capture and qualitative discussion surfaces both - giving you a richer U&A than any survey can deliver.
Qualzy combines the structure of a traditional U&A study with in-context diary capture and qualitative depth - so you understand not just the what, but the why behind your category's usage patterns.
Participants document category usage in real time - not in retrospect. The snack at 3pm, the skincare routine in the bathroom, the drink chosen at a restaurant - captured in the moment via a browser link on any device - mobile, tablet, or desktop - with photo and video evidence of the actual occasion. No app needed.
Build structured survey questions - category usage frequency, brand repertoire, attitudinal ratings - into the same community as your qualitative activities. Get quantitative signal and qualitative meaning from the same participants, in a single study.
Participants document their actual usage context - the products on their shelf, the moment of use, the alternatives they considered. Context transforms abstract usage data into genuine consumer understanding.
Expose different participant groups to different activity sets within a single community - enabling simultaneous segment-level U&A without running separate projects for each group.
Completion tasks, association exercises, and category mapping reveal the implicit attitudes that shape category behaviour - the ones consumers don't volunteer when answering direct survey questions.
Run your U&A community across multiple waves - tracking how usage patterns and attitudes shift with season, category change, or campaign activity. Qualzy makes longitudinal U&A communities straightforward to operate.
Every tool below is available within a single Qualzy project — mix and match activity types, AI capabilities, and analysis tools to build the exact research experience you need.
"Qualzy is intuitive, easy to use, cost effective, value for money, and good technology. I'm very happy working with Qualzy. It's easy, reliable, and adds real value to what we do."
Mariana Monroy, VP of Insights - VeylinxVeylinx is a behavioural insights consultancy with offices in Amsterdam, Chicago, Ottawa, and Casablanca. They use Qualzy to run in-home product testing studies that combine qualitative participant documentation with their rigorous purchase-intent data - capturing real usage behaviour at scale across multiple countries simultaneously.
A consumer insight agency uses Qualzy to run U&A communities that combine structured survey methodology with in-context diary tasks and qualitative discussion - giving clients the depth to understand not just what consumers do, but why - and the moments where behaviour is most malleable.
Real outcomes from usage and attitude communities - structured depth, captured in context.
Tell us about your U&A research challenge and we'll show you how Qualzy combines structured methodology with genuine in-context insight - in a single community, at any scale.