Events and Webinars

Innovative metrics from the Ehrenberg-Bass Institute, including mental availability (how often a brand is considered in buying situations) and mental advantage analysis (which buying situations a brand dominates), are revolutionizing brand growth measurement and ongoing brand health monitoring. 

In this presentation, Madita Brandhorst, Associate Director, Tracking Solutions at quantilope, explores how to extend these metrics beyond brand health tracking to optimize communications and ad campaigns. Madita will review today's rapidly changing media landscape and the challenges brands face in reaching audiences amidst fragmented media consumption. She will provide a deep dive into best practices for developing campaigns that increase mental availability across specific buying situations and explain how to build an ad tracker based on these new concepts and the valuable insights it can provide. 

Key takeaways:

• Understand how mental availability and mental advantage analysis drive brand growth by connecting your brand to specific buying situations that matter most to today's consumers.

• Learn what hurdles communication needs to overcome in order to be effective – and what these hurdles have to do with mental availability.

• Discover how to create an ad tracker based on innovative metrics, unlocking actionable insights to increase the impact of your campaigns.

Presenter:

Madita Brandhorst, Associate Director, Tracking Solutions, quantilope

Register to attend here.

Developed by Byron Sharp and Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science, category entry points (CEPs) are the specific needs, occasions, and situations that drive a consumer’s purchase decision — and they’re the fundamental elements of how brands grow.

In this session, Planted’s CMO, Joanna Katharina Lazar, and quantilope’s CEO Peter Aschmoneit will discuss Planted’s strategic use of CEPs to build a winning global brand within the rapidly evolving plant-based protein market, and how they led to its recent recognition as a Top 5 Global GreenTech Company 2025 by Time Magazine and Statista.

Featuring Joanna’s data-driven approach to using CEPs across brand innovation, this deep dive is built for insights managers who want to turn consumer triggers into faster, smarter brand growth.

What You’ll Learn:

• Why mental availability and mental advantage matter, and how these metrics reveal the health and growth potential of your brand.
• See CEPs in action with real-world examples of how Planted transformed data-driven insights into compelling integrated marketing campaigns.
• How to master the strategic process of prioritizing CEPs to maximize impact, ensuring that marketing efforts are aligned with consumer needs and preferences.

Presenters:

Joanna Katharina Lazar, Chief Marketing Officer, Planted
Peter Aschmoneit, Co-Founder & CEO, quantilope

Register for your place

Join us for an exclusive webinar where we'll reveal how quantilope's integrated AI co-pilot is revolutionizing the market research process, and see firsthand why GreenBook has recognized quantilope as the #1 Most Innovative Technology Supplier for market research.

In this practical, demonstration-led session, you'll discover how our AI co-pilot, quinn, offers integrated chat capabilities to support and enhance your consumer insights projects, from advanced method research to seamless tracking studies. We'll show you exactly how our intuitive, fully automated research platform, streamlines your workflow, unlocks deeper insights, and empowers faster, smarter decision-making.

What you'll experience:

• Live AI Demo: Witness the power of quinn's AI chat to streamline research from method education to interpreting project results and even building charts and reports for you.
• Practical Use Cases: Learn how to use quantilope’s AI to support everything from concept testing and brand tracking to innovation studies.
• AI in Action: Understand how integrated AI enhances your research design, automates analysis, and accelerates your path to insights.

We'll conclude with a live Q&A session featuring quantilope's Senior Director of Data Science, who will be on hand to answer your burning questions about our technology, innovations, and what truly sets quantilope apart in today's exciting AI-driven landscape. Ready to move beyond the buzz and see real AI innovation in action?

Presenters:
Dr. Beatrice Capestany, Senior Global Director, Solutions Consulting, quantilope
Dr. Jannik Meyners, Senior Director of Data Science, quantilope

Register for your place now!

Jacob Javits Center, New York, NY

https://thequirksevent.com/new-york-2025/