Should Your B2B Company Consider Conducting an Awareness, Attitude, and Usage (AAU) Study?

If you want a clear, structured, and actionable view of how your brand and solution category fits into the minds and behaviors of your target audience, an Awareness, Attitude, and Usage (AAU) study is one of the smartest investments you can make.

In this article, we’ll walk through what an AAU study measures, why it’s especially important for B2B organizations, the value of the insights it offers, and how marketing teams practically use the results to drive growth.