"Assortment Styler is the only research tool that could provide us with a systematic and quantified overview of the trends within home design, with the detail necessary to provide insights beyond color and general style. It has been an invaluable tool for better streamlining our resources in product development to ensure the best possible fit into overall home décor trend direction.”
AA&U’s are among the fundamental studies researchers do. Their purpose is to understand how consumers understand a product category by exploring product usage, brand and product awareness and attitudes toward goods in the category. Often such studies compare the importance of product attributes with how various brands/products are perceived to deliver on those same attributes, thus delivering a “gap” analysis that portrays differing sized gaps between the ideal and the perceived. Brands can use such gap information to develop products that fill the gaps and thus enhance their share in the category.