New quantilope Tool Helps Kick-Start Growth Strategies

Automated, end-to-end consumer intelligence platform quantilope has launched a tool called the Category Entry Point (CEP) Generator, which promises to provide brands with an initial list of unique CEPs for their category.

quantilope combines research automation, AI and real-time consumer insights, based on a panel network giving access to more than 300m consumers worldwide. Its solutions include a total of fifteen automated methods for data collection, analysis and sharing, as well as quinn, an AI co-pilot launched at the end of 2023.

The firm says CEPs are the 'needs, occasions, reasons and motivations' that prompt a consumer to buy from a product or service category, as well as the starting point for all Better Brand Health tracking studies (BBHT) studies. BBHT is a tracking approach developed by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science (EBI), which has been automated by quantilope.

Understanding CEPs means understanding the specific thoughts and feelings consumers have when they enter a category, according to the firm; and adopting them as the basis for brand health KPIs is a first step on the road to a more strategic and action-oriented approach to brand growth.

The new tool provides a curated list of foundational CEPs, designed to provide inspiration and to initiate a comprehensive CEP development process. Users can follow up with stakeholder workshops and consumer validation studies.

'For brands looking to achieve sustainable growth, the ability to understand and activate their Category Entry Points is non-negotiable,' according to CEO and co-founder Peter Aschmoneit (pictured). 'CEPs are the foundation of Mental Availability, driving salience in the moments that matter most. We are thrilled to accelerate this crucial first step, allowing any brand to instantly generate a preliminary list of CEPs and start building their path to market dominance.' Madita Brandhorst, the firm's Associate Director of Tracking Solutions, adds: 'At quantilope, it's our goal to help brands move past traditional funnel metrics and towards implementing the latest scientifically-validated metrics of the Ehrenberg-Bass Institute.'

The CEP Generator can be accessed on the company's web site at www.quantilope.com , free for a maximum of five submissions.