Customer attitudes and expectations studies are directed at understanding how the current product meets customer expectations and what attitudes customers have formed about the product and/or company. Attitudes and expectations analysis can be used in a variety of situations such as directing advertising and improving customer conversion, commitment and loyalty.

General Measures That Are Part Of A Customer Attitudes And Expectations Study
Expectations/Performance measurement: Are measures (1) Subjective (excellent – poor), (2) Relative to the market leader, (3) Based on a recognized target of performance, (4) Actual physical performance measures. Performance measures may be relative or based on absolute standards of performance and often include :

Source of Importance : Where did consumers get information on importance of products attributes?

Importance ratings of product attributes and features

Importance ratings of product benefits

Performance ratings of product attributes and features

Performance expectations met or exceeded by product attributes and features

Product performance sources and causes (what's so good, what's so bad)

Overall Satisfaction