This is a very fundamental form of exploratory marketing research. It is used to assess the state of the market for your product or to evaluate a new geographic area you are considering for expansion. Unaided awareness includes all the brand and company names that respondents can think of without any prompting. Typically, the measurement of unaided awareness is followed by the measurement of aided awareness. To measure aided awareness we read consumers a list of the major brands in the market that they did not mention in response to the unaided awareness question and ask them to indicate whether they have heard of each one.
Total awareness is the sum of the unaided and the aided awareness scores for a particular brand.
We measure attitudes toward a brand by having respondents rate that brand and other competitive brands of which they are aware on a list of key attributes. Usage measures tell us how target customers behave in regard to the brand. We also analyze the relationship between usage or intended usage and the attitudes of target customers.