Mental Availability Review - TAKE YOURS TODAY

Mental Availability Review
TAKE YOURS TODAY

Mental availability metrics explained.

Mental availability measurement shows how strongly and widely a brand is linked in memory to the Category Entry Points that influence buying situations.

Core Mental Availability Metrics.

Mental Market Share: the brand’s share of associations relative to competitors.

Mental Penetration: % of category buyers who link the brand to at least one CEP.

Network Size: Amongst the pool of category buyers who can link the brand to at least one CEP, what is the average number of linkages made?

Share of Mind: Similar to Mental Market Share, but only captures those with Mental Penetration. Market leaders should track this metric to monitor competitor incursion.

What SmilingCFO delivers.

  • A Mental Availability scorecard (penetration, network size, and competitive context)
  • A CEP opportunity ranking showing where brand growth is most achievable
  • Clear implications for what to defend, where to expand, and what to stop doing

Frequently asked questions.

Mental penetration is memory linkage; market penetration is the proportion of buyers who purchase the brand.
Through qualitative and quantitative research combined with insight from our database, we establish a clear, buyer-relevant CEP list of needs, occasions, problems, and motivations.
High-value CEPs are those that are used frequently, are strongly linked to purchase behaviour, and/or represent competitive white space where your brand has a credible right to win.
They reveal which CEPs to defend, where competitors dominate, and where the highest-return growth opportunities sit.

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Quickly discover what’s stopping your brand showing up across multiple buying situations and staying

Quickly discover what’s stopping your brand showing up across multiple buying situations and staying top-of-mind.
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