Mental Availability Review.
A SmilingCFO Mental Availability Assessment identifies the Category Entry Points that are likely to be used most often in the moments that matter. We then assess the brand’s opportunities for growth relative to competitors.
What SmilingCFO delivers...
- A prioritised CEP set
Identify the high-value buying situations and remove the low-value CEPs that dilute focus.
- A competitiveness read by CEP
Where you have mental advantage vs mental disadvantage relative to competitors.
- White space identification
CEPs where no brand is strongly advantaged and where growth could be easier to unlock.
- Right-to-play assessment
Which white space CEPs your brand can credibly win.
- A target list of 6+ CEPs so purchase probability increases through broader retrieval.
- A defend / expand / disrupt action plan translating the above into clear priorities for briefs and investment.
- Executive-ready summary that aligns marketing, agencies, and leadership on the CEP plan.
Let us show you.
Book a no obligation demo in with us today. It takes no longer than 30 mins
Frequently asked questions.
What inputs do you need from us?
A short category overview and the competitor set you want to benchmark against. We then quantify your brand’s CEP linkages, competitor strengths, and the biggest growth opportunities.
What categories does this work for?
Most categories. We’ve run Mental Availability Assessments in more than a dozen countries for both brand owners and agencies across FMCG, finance, tech, services, and cosmetics, among others.
How is this different from tracking?
Tracking shows trends; this diagnoses buying-situation linkage, competitive memory advantage, and priority opportunities. The good news is Mental Availability metrics can be seamlessly integrated into existing brand health tracking.
Once I have my Mental Availability scores, what do I do with the information?
This is where it gets really exciting because you can spot deviations to the norm quickly and develop hypotheses. For example, Mental Market Share (MMS) should be in line with your Sales Market Share (SMS). If MMS is lower than SMS, then you might be too reliant on your Physical Availability. Conversely, if your MMS is higher than your SMS, then you may need to improve your brand’s availability and make it easier to find and purchase. Sometimes it is helpful to think of it as Mental Market Share is the input and Sales Market Share is the output.
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Everything You Need to Know About Mental Availability But Were Afraid To Ask
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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.
top-of-mind
