AA&Us are comprehensive studies seeking insights into a particular business category, either products or services. By studying the attitudes, awareness & usage of brands within a competitive set, client brands are able to see where they stand in relation to their competitors and make strategic decisions to improve their position.
Typically, we begin the AA&U process through exploratory, qualitative research in order to understand perceptions & consumer vocabulary within the category. This is followed by a large quantitative study, providing statistically reliable data, which we use to illustrate the position of each brand in the minds of category consumers.
There are a lot of insights to be gained from an AA&U study.
An AA&U study outlines the “battlefield” for your category, showing you where your brand is in relation to all of your competitors. It is the basis of all professional strategic marketing campaigns. Don’t get caught without one. Why guess when you can know?