CATEGORY ENTRY POINT ANALYSIS
Get Real Customer Insights That Matter
The Roots Of Business
Customer research is the foundation for effective brand management and strategic decision-making. Category Entry Points (CEPs) represent the buying scenarios, emotions, and motivations that bring a brand to mind within a category. Understanding these triggers helps businesses create advertising that resonates emotionally with customers, binding the brand to relevant memories. CEPs evolve over time as the market environment changes, making regular research crucial for brands to stay relevant and competitive.
By identifying and analysing CEPs, businesses can validate product innovations, refine business models, and choose effective distribution channels, partnerships, and marketing tactics. Whether through media planning, SEO, content creation, or creative advertising, customer research ensures your marketing strategies align with real customer behaviours, strengthening mental availability and brand loyalty.
Romaniuk, J. (2015). Achieving Reach, How Brands Grow Part 2, Oxford University Press, pp. 116-124.
Sharp, B., Bellman, S., & Beal, V. (2017). Media Decisions: Reaching Buyers with Advertising, Marketing: Theory, Evidence, Practice, Oxford University Press, pp. 514-537.
WARC (2021). The Role of Category Entry Points in Building Mental Availability.
Walk Before You Run
Real Customer Understanding
Gain clear insights into what your customers truly want and need, allowing you to align your offerings directly with market demand.
Confident Business Decisions
Make informed strategic choices based on data, not guesswork, ensuring your business model is feasible and sustainable.
Optimised Marketing Impact
Tailor your advertising and marketing strategy using precise Category Entry Points (CEPs), so you connect with your audience at the right time, with the right message.
Sustainable Brand Growth
Build a strong foundation for long-term success by addressing key opportunities and pain points identified through comprehensive customer analysis.
How It Works
Survey Your Audience
We conduct a short, targeted survey provided to a small number of customers across your category, gathering essential insights directly from your market.
01
Analyse the Data
We translate the survey findings into actionable customer intelligence, highlighting key trends, opportunities, and potential roadblocks.
02
Deliver a Tailored Report
Receive a comprehensive report that drives your strategy, aligns your business model, and informs sustainable growth across all areas.
03
Case study
What we did
An in-depth customer research and analysis, identifying key Category Entry Points (CEPs) to refine and validate the client’s business model and marketing strategy.
Services
Customer Research
CEPs Analysis
Strategy and Planning
Deliverables
Rebrand
Website
Advertisement
Marketing Plan
Year
2023
Client
B2C Technology Service Provider (Confidential)
Take your business to the next level.
Don’t Just Guess, Know.
With real customer data, your business decisions become informed, strategic, and designed for long-term success.
