Attitude, Awareness, and Usage Studies

• “AA&U’s” are the most basic studies in a category. If your company does not have AA&U profiles on each product category that it participates in, then the opportunities of being a consumer and market-driven company are likely being ignored or overlooked. Sure, your executives live and breathe the category, but their intimate category knowledge is not the same as the knowledge that your consumers have. Consumer awareness, attitudes, and usage can vary tremendously, from deeply involved to marginally involved and from very concerned to minimal involvement.
• We highly recommend that all clients develop AA&U studies so that they have an understanding of how consumers use their products, what they believe about products in the category, and all too often, what unmet needs they have within a category.
• We often recommend combining AA&U’s with Consumer Profile Studies to develop a comprehensive understanding of the category and your company’s/products’ role in the category by each of your target audiences.