quantilope, the leader in automated market research, announced the launch of its new automated, AI-driven Category Entry Point (CEP) Generator. This innovative tool is free to use and provides brands with an initial list of unique CEPs for their given category. By adopting CEPs as the basis for brand health KPIs, insights leaders and marketers can begin transforming their approach to brand growth into one that's more strategic and action-oriented.

"For brands looking to achieve sustainable growth, the ability to understand and activate their Category Entry Points is non-negotiable," said Peter Aschmoneit, CEO and Co-Founder of quantilope. "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."

CEPs are the needs, occasions, reasons, and motivations that prompt a consumer to buy from a product category or use a category's service; they're also the starting point for all Better Brand Health Tracking (BBHT) studies – a tracking approach developed by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute (EBI) for Marketing Science and automated by quantilope. Understanding CEPs means understanding the specific thoughts and feelings consumers have when they enter a category - a crucial insight for driving brand growth.

"An initial list of CEPs is the first step in growing your brand's Mental Availability and making smarter, more data-driven marketing and product decisions," said Madita Brandhorst, Associate Director of Tracking Solutions at quantilope. "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."

quantilope's CEP Generator is an exciting tool for marketers and researchers looking to go beyond the traditional brand funnel and start understanding their consumers in a fresh, unique, and actionable way. quantilope's automated tool cuts out a significant amount of research prep, providing a curated list of foundational CEPs. This list is designed to provide inspiration and marks the beginning of a comprehensive CEP development process that requires further iteration through stakeholder workshops and consumer validation studies.

The CEP Generator is now accessible on the company's website, available to anyone free of charge for a maximum of five submissions. For brands that run BBHT studies with quantilope, after receiving their CEP output a dedicated team of research consultants will collaborate with them to refine and expand their list. quantilope's platform will then use its integrated, automated approach to validate the final list of CEPs with consumers before tracking them on an on-going basis in a BBHT study.