U&A Moonwalk Canvas

The U&A Moonwalk Canvas is a visual tool designed to capture and organize early findings and hypotheses from preliminary exploratory research in Usage & Attitudes (U&A) studies. It is especially useful for teams in market research, strategy, brand planning, or innovation development who need to align perspectives, identify opportunities, and define key areas for further investigation.

This canvas enables a structured overview of the research territory, integrating several key dimensions:

• Scope & Categories: What products or services are part of this category? What substitute or adjacent offerings exist?

• People & Players: Who are the consumers or users? Who are the relevant stakeholders and key competitors?

• Change Trajectories: A space to map residual, dominant, and emerging cultural codes, identify ongoing shifts based on the PESTEL framework, and formulate preliminary hypotheses around functional, emotional, and social drivers and barriers influencing usage and attitudes.

• Expected, Required, and Desired Benefits: To start outlining potential value territories from the consumer’s perspective.

What is it for?

• Captures early insights from desk research, trend analysis, exploratory interviews, or internal workshops.

• Facilitates strategic conversations within the team or with stakeholders by aligning the understanding of context and opportunity spaces.

• Activates the development of richer, more precise hypotheses grounded in human and cultural meaning.

• Helps identify gaps or key lines of inquiry for the next research phase (quantitative or qualitative).