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Healthcare Glossary
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Attitude Awareness Usage Study (AAU)
Body which monitors changes in customer attitudes, awareness and usage/adoption of a brand or group of products. Usage of (AAU) studies allow marketers to assess levels and trends in customer knowledge, perceptions, assumptions, aims, and actions. Occasionally, the results of these studies are referred to as "tracking" information as they are applied to track long-term behaviour in customer's actions.
See also:
Customer focus
Brand management
Related terms
Customer relationship management (CRM), Equivalent advertising value (EAV), Porter's 'Five Forces', Top-of-mind awareness (TOMA), Long term value (LTV), Defining Advertising Goals for Measured Advertising Response (DAGMAR), Culture, Concept development and testing, Corporate reputation, Early majority, Category management , Product class, Differentiation, Shareholder value, Database marketing,
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