Rheology is the study of deformation and flow of matter under applied forces. This flow and deformation can be measured using various rheological methods. Besides viscosity, the structure and solid-like properties of the material play a crucial role in product attributes and behaviours. Often the rheology of products for the Advanced Materials market has to be adjusted to fit the needs of each application. Therefore customers often find that they need to adjust the rheology of formulations using rheology modifiers.