Brand tracking
Supercharge your brand health tracker with mental availability and category entry points. Delve into the core of consumer cognition and behavior, providing actionable insights for lasting brand success.
Trusted by leading brands, agencies, and development
organizations across Africa
Leveraging Mental Availability for Brand Health Tracking
Incorporating mental availability into your brand health tracking is a game-changer, delving deeper than more traditional methods as it goes beyond physical availability. Taking the mental aspect into consideration will reveal your brand's genuine standing in the consumer psyche at different moments in time where a product would be relevant to a customer's decision — the so-called Category Entry Point.
Advantages of Brand Health Tracking
Mental availability considers context like situational cues, associations, and environmental triggers — yielding deeper comprehension of a brand's role in consumers' lives.
Brands with high mental availability excel in capturing attention and driving sales, offering better predictive insights than traditional metrics.
Mental availability mirrors real-world consumer behavior, gauging a brand's likelihood to surface in a consumer's mind in various contexts.
Enhance brand awareness with insights
Dominate recall with Mental Availability
Discover choice triggers with CEPs
KPIs to measure
Network Size (NS)
It quantifies the average number of CEPs associated with a particular brand, based on the people who have MPen for that brand. The more robust and extensive network of associations is, higher the likelihood of the brand being recalled across various buying scenarios.
Mental Penetration (MPen)
The percentage of category buyers who link a specific brand to at least one Category Entry Point (CEP). It's akin to brand awareness but offers a more impartial view, with less bias toward larger brands.
Mental Market Share (MMS)
It measures a brand's size in the minds of category buyers relative to all competitors and across all CEPs. This score adds up to 100% across all competitors and is highly correlated with actual market share.
Share of Mind (SOM)
It is similar to MMS but is calculated exclusively based on individuals with MPen (brand knowers) for a specific brand.
Essential Brand Health Tracking questions
To offer insights
Which product features and USPs make our offer more attractive to consumers compared to other offers?
For campaign impact
What impact did specific campaigns or advertisements have on my brand and consumers?
For brand performance
How have our main brand KPIs changed and developed over time, and how do they compare with the competition?
More use cases & methods
Consumer tracking
Understand how consumers think and what drives their choices. From purchase frequency to product use, to drivers and barriers - we've got all the answers you need, in real time.
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Campaign tracking
Knowing the reach and the click-through rate is great. But what's the real impact of your campaign on your brand?
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Customer satisfaction analysis
Actually knowing what your target group wants is the key to customer satisfaction. We help ask the right questions and understand what matters.
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Rolling Retail Census
Continuously gather data on retail environments for informed decision-making.
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