Brand awareness research is a type of market research that helps businesses to understand how well their brand is known in the market and what associations consumers have with it. Insights from brand awareness research can help businesses to understand what consumer perceptions are around their brand, where there is scope for improvement, and how to increase brand awareness amongst their target audience. Ultimately, brand awareness research is an important tool for businesses to understand how their brand is performing in the market and to make strategic decisions about how to improve its position.