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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
Grey market, Ansoff Matrix, Competitor analysis, Field marketing, Porter's 'Five Forces', Key account management, Latent demand, Research proposal, Negative demand, Customer service programme, Ad concept testing, Adopter categories, Asset-led marketing, Customer focus, Category management ,
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