AAU Research: Fundamental Information for Marketing
- Does my brand have strong awareness?
- What do people think about my products and services?
- Are my advertising and promotions working?
- How are people using my products and services? How often? How much?
- Where does my brand stand relative to my competitors?
Studies of awareness, attitudes, and usage (AAU) enable marketers to quantify levels and trends in customer knowledge, perceptions, beliefs, intentions, and behaviors. These are key data points in the development of an overall brand strategy, and are fundamental to effective marketing.
AAU research is based on the theory of the Hierarchy of Effects, the assumption that consumers progress sequentially through stages of brand awareness, initial trial of a product, brand adoption, and ultimately, brand loyalty. AAU metrics are generally designed to track these stages of knowledge, beliefs, and behaviors. Additionally, AAU information can be analyzed to discover “who” uses a brand or product and may lead to market segmentation based on category usage (heavy/light), geography, demographics, psychographics, media usage, loyalty, etc.
Infosurv Research constructs each AAU Survey to the custom needs of each client. To learn more about AAU research and how you can benefit, download our white paper now!