Events and Webinars

How Category Entry Points Are Fueling Brand Growth

The secret to sustainable Brand Growth lies in understanding Category Entry Points (CEPs) - the needs, occasions, reasons, and motivations that drive consumer purchasing decisions. By adopting CEPs as the basis for brand health KPIs, marketers and brand managers can begin transforming their approach to brand growth away from the traditional brand funnel and into one that’s more strategic and action-oriented.

Join Madita, quantilope’s Associate Director of Tracking Solutions, as she demystifies CEPs, details their crucial role in building Mental Availability, and explains how they serve as the engine for long-term brand growth. Find out how to leverage CEPs to fundamentally shift brand strategy, build Mental Market Share, and drive significant business impact.

3 Key Takeaways:

1. Unlock the 'Why': Understand exactly what Category Entry Points (CEPs) are and why they provide a powerful view into what prompts consumers to think about your category and, critically, which brand comes to mind first, moving brands beyond the limits of traditional brand funnels.
2. The Growth Mechanism: Learn how strategically targeting CEPs is the essential path to building powerful Mental Availability, the crucial metric that directly correlates to sales and long-term brand growth.
3. Actionable Tracking: Discover why CEPs are the foundational element for a modern, actionable Better Brand Health Tracking (BBHT) study, and gain real-world inspiration from a client's successful CEP-driven strategy transformation.

Speaker:
Madita Brandhorst,Associate Director, Tracking Solutions, quantilope 

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The Future of Brand Growth: Integrating Mental Availability into your Insights Strategy

As the insights landscape evolves, understanding brand health through the lens of awareness alone is becoming an outdated practice. To thrive in the future of insights, brand and research teams must move beyond simple awareness toward a more powerful, actionable metric: Mental Availability.

Join quantilope’s CEO, Peter Aschmoneit, for a deep dive into the next generation of brand health tracking. We will explore how to operationalize the science of brand growth by focusing on Category Entry Points (CEPs) and the modern mechanics that ensure your brand is the first one consumers think of in buying situations.

What We’ll Cover:

• The Mental Availability Blueprint: Why the future of brand growth lies in measuring brand salience over simple recognition, and how to build a research loop that identifies the "why" behind consumer choice.
• Evidence-Based Strategy: A look at the modern framework for brand growth, moving away from fragmented data toward an automated, evidence-based system designed to drive market share.
• Next-Gen Intelligence in Action: A live demonstration from our Solutions Consultant, Hailey Nettler, on how quantilope is using AI and advanced automation to turn complex Mental Availability data into actionable, real-time reporting.

An Exclusive Look Toward Cannes:

Stay tuned until the end for an exclusive sneak peek at quantilope's Category Twins—our synthetic consumers for early stage research which we'll be taking with us to the Cannes Lions Insights Summit in June!

Speakers:
Dr. Peter Aschmoneit, Co-Founder & CEO, quantilope
Hailey Nettler, Solutions Consultant, quantilope

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The Future of Early-Stage Research: Bespoke Synthetic Consumers with Category Twins

In the race to grow market share, the most expensive mistake a brand can make is moving forward on "gut feel." While synthetic data is the industry’s newest buzzword, the real value isn't just in the tech—it’s in the scalability and speed of insight it delivers. Imagine being able to pressure-test a new product concept, a risky tagline, or a competitive pivot in minutes rather than weeks.

Join quantilope’s Senior Lead, Solutions Innovation, Sam Usher, for a demo of Category Twins: quantilope's latest innovation that transforms your tracking data into interactive consumer personas. Built exclusively on your own brand tracking data, these Twins allow you to "interview" your audience to see if an idea has legs before you take the leap into the real market.

In this webinar, you’ll discover how to:

• Leverage the Power of Synthetic Data: Watch a live demonstration of how our latest innovation transforms complex and static brand tracking into real-time, conversational insights.
• Operationalize Mental Availability & CEPs: Learn how Category Twins are grounded in the gold-standard framework developed by Professor Jenni Romaniuk and the Ehrenberg-Bass Institute, turning the metrics that drive brand growth into interactive, actionable conversations.
• Effortlessly Unlock Early-Stage Research: See how interviewing bespoke synthetic consumers allows you to pressure-test taglines, concepts, and market-entry ideas in minutes to de-risk your marketing spend before you hit the field.

Registration link coming soon!