Research Topics:

Attitude/Usage Studies

Industry/Market Focus:

Beverage | Consumers | Foods/Nutrition

Content Type:

Glossary

AAU (Attitude, Awareness and Usage) Study Definition

A type of tracking study that monitors changes in consumer attitudes, awareness and usage levels for a product category or specific brand.

An attitude, awareness and usage (AAU) study is a type of marketing research survey used to understand how consumers think, feel and behave toward a brand, product, category or service.

What does an AAU study measure?

Awareness – Do consumers know the brand or product?

• Unaided awareness: "What brands of sports drinks come to mind?"

• Aided awareness: "Have you heard of Gatorade?"

Attitudes – What perceptions, opinions or feelings do the consumers have?

• Brand image (e.g., trustworthy, innovative, affordable)

• Associations (e.g., “Apple = design + creativity”)

• Preferences and satisfaction

Usage – How do they actually behave?

• Trial and repeat purchase

• Frequency of use (daily, weekly, occasional)

• Situations where the product is used

• Which competing brands they also use

Why do marketing researchers use AAU studies?

• Brand health tracking: To see if marketing is improving awareness and perception

• Competitive analysis: To understand how a brand stacks up against rivals

• Segmentation insights: To identify heavy users, lapsed users or potential new users.

• Product development: To find unmet needs and opportunities for innovation.

• Marketing effectiveness: To gauge if campaigns shifted awareness, attitudes or trial.

What is an example of an AAU marketing research study?

A coffee company runs an AAU study and finds: awareness: 85% know the brand, but only 40% recall it unaided; attitude: consumers see it as high quality but also too expensive; usage: 20% buy monthly, mostly in urban areas. From this, the company might lower price points or introduce a loyalty program to drive trial and repeat purchases.