Quantilope defines CEPs as the needs, occasions, reasons and motivations that prompt a consumer to buy from a product category or use a category’s service.

The tool, called Category Entry Points Generator, provides brands with an initial list of CEPs for their category as a basis for ‘brand health KPIs’ to understand the thoughts and feelings consumers have when they enter a category.

The CEP Generator is now accessible on the company’s website for free for a maximum of five submissions.

Quantilope said that CEPs could also act as the starting point for a Better Brand Health Tracking study, which is a tracking approach developed by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science.

Peter Aschmoneit, chief executive and co-founder at Quantilope, said: “For brands looking to achieve sustainable growth, the ability to understand and activate their CEPs is non-negotiable.

“CEPs are the foundation of mental availability, driving salience in the moments that matter most.”