Mental Availability & Systematic Success via CEPs & Psychographics

Session Details: Why do some ads convert exceptionally well while others fail? The key lies in translating market research into creation. Louise Leitsch (VP Research Appinio, OMR Audience Choice Award 2025/2026) opens the "black box" of consumer psychology for you: moving away from demographics toward psychographics and Category Entry Points (CEPs). You will learn how to use psychographics to reach the mindset instead of just the age of your target group for pinpoint messaging. Discover how to use the CEP framework to occupy moments of need and become top-of-mind, and how to transform data into razor-sharp briefings.