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, insights leaders and marketers 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.

Key Takeaways:

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.

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.

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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Come and see us at the MRS Annual Conference where we will be giving live demos of the quantilope platform at our exhibition stand!

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Visit our booth for live demos of the quantilope platform throughout the show, and attend our session with First Horizon Bank on Day 1:

Architecting growth: First Horizon Bank’s tech-first system for strategic insights
Room 1 | 10:30 am - 11:00 am | Tuesday, March 10

In the highly regulated and traditional world of finance, keeping pace with the speed of the consumer is a significant challenge. Join quantilope and Shannon Giles, assistant vice president of consumer insights at First Horizon Bank, for a deep-dive interview on the evolution of an insights function.

Shannon shares the blueprint for building a research function from the ground up – transitioning from legacy methods to a technology-first approach. Learn how First Horizon Bank moved beyond simple validation to create a continuous system of data that guides executive strategy, educates internal stakeholders and ensures the consumer voice isn’t just heard but is used to measure and drive brand performance at the board level.

Key takeaways:

• The blueprint for transformation: Strategies for transitioning a traditional insights department into a tech-led function that delivers real-time, actionable data.

• Winning the boardroom: How to establish frameworks and metrics that translate consumer research into the language of executive leadership to cement insights as a strategic advisor.

• The future of brand growth: A look at implementing new, sophisticated methodologies like category entry points and mental availability to drive actionability and fuel long-term growth.

Speakers:
Shannon Giles, AVP of Consumer Insights, First Horizon Bank
Gianna Saladino, Senior Solutions Consultant, quantilope

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Automating Mental Availability for Rapid Brand Growth

Traditional funnel metrics only tell half the story; true growth happens when your brand owns the mental triggers that prompt a consumer to shop in the first place. Join quantilope’s Solutions Consultant Hailey Nettler for a tech showcase on automating Better Brand Health Tracking (BBHT) to measure Mental Availability with scientific precision. You’ll discover how to move beyond static awareness scores to an AI-driven model that identifies the specific needs, emotions, and situations linking your brand to the category. By automating complex metrics like Mental Market Share and Network Size, this session demonstrates how to pinpoint the exact Mental Availability required to convert non-buyers, hold onto current buyers, and ensure your brand is the first one that comes to mind in the moments that matter most.

Key Takeaways:

• Automate Mental Availability: Instantly calculate MMS, Mental Penetration, and Network Size without tedious manual analysis.
• Actionable Insights: Move beyond surface-level awareness to understand the "why" behind consumer behavior and purchase intent.
• Win the Moment: Use Mental Advantage analysis to optimize creative messaging and dominate category purchase triggers.

Speaker:
Hailey Nettler, Solutions Consultant, quantilope

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More information coming soon!

Register to attend

More information coming soon!

Register to attend.