Awareness, Attitudes and Usage (AAU) and
Positioning Research
This type of research allows companies to understand the strength of their presence in the market as it provides deep knowledge
about market awareness, brand usage and attitudes towards a company’s brand, products and services versus its competitors.
We work directly with the marketing team and other stakeholders in the organization to understand the goals of the marketing strategy that has been or will be implemented. This allows us to establish key metrics that can be used to measure its effectiveness.
Quantitative data is usually collected from a representative sample from the general population or lists of current customers and prospects. This can be set up as an ad-hoc study or a tracking program (monthly, quarterly, semi-annual or annual). Qualitative methods are also used to explore positioning statements.
- Does the market know about us and our products/services? What is our unaided and aided brand awareness?
- How is our brand perceived? What is our brand personality? Does our own idea of the brand match the perception that customers have of our brand?
- Who are our main competitors in this product/service? How do we rank against our competitors?
- How are our products/services being used?
- Are we missing to address any needs?
- How is our advertising/marketing working for us? What is our unaided and aided advertising awareness?
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