Category Entry Point Research

Through our Category Entry Point research solution, you can unpick the pathways that lead people to consume or purchase from you and the category. Our CEP Identify approach models a category’s entry points on as many relevant data points as possible and, in doing so, limits the degree of subjectivity influencing the outcomes.

Our combination of real-life and synthetic consumer data is then run through a CEP-centric AI modelling engine to produce CEPs which our team critique, streamline and bring to life by way of additional profiling on demographics, attitudes and behaviours that exist within each true Category Entry Point.

HOW WE ORGANICALLY UNCOVER AND TEST YOUR CATEGORY ENTRY POINTS

MAPPING

Using our bespoke Diary-Style W’s questioning, we allow the respondent to intuitively build their most recent consumption and purchase occasions.

PURCHASE DRIVING

We then use advanced proprietary statistical techniques to identify which W’s are most influential in delivering a purchase within your category.

STREAMLINING

We combine further statistical techniques with your and our intuition to group neighbouring Category Entry Points together, delivering a succinct set of key CEPs