AUA

I’m only aware of AUA in the brand environment (literally just had a conversation about it yesterday with my Qualtrics team), so not sure this will be helpful, but I thought I’d provide a comment about it anyway. 

Our use case was going to be to have it help us categorize “unaided awareness” entries into buckets.  I believe it is what is recommended on brand programs, but we needed a little more control than it offered (it reminded me a bit of fuzzy lookup in Excel so it got things “wrong” for us).  Ergo, we are sticking with our TextIQ coding, but it’s worth an explore for whatever you’re working on as it does help lower the lift of the project!