Modernizing Brand Growth with CEPs and Mental Availability

Session Details: The brands winning in crowded markets aren't just tracking more — they're tracking smarter, turning consumer insights into decisive growth actions.
In this session, Atif Ashraf (Head of Insights, EOS) and Hailey Nettler (Solutions Consultant, quantilope) discuss the evolution of brand tracking. Atif will share the "why" behind EOS's decision to build on their existing tracking foundation, exploring how a more nuanced understanding of consumer behavior can unlock deeper, more actionable insights to drive brand growth.
The conversation will focus on how mid-size brands can modernize their insights capabilities by integrating Category Entry Points (CEPs) and Mental Availability into their research stacks. By leveraging quantilope's automation and advanced methodology as a strategic layer, EOS has enhanced its ability to bridge the gap between consumer exploration and real-world activation - enabling faster, more decisive action without the need for enterprise-level overhead.

Key Takeaways:
How modern brands are enhancing their tracking foundations to go beyond data collection and drive more decisive growth action.
How Category Entry Points and Mental Availability serve as a high-value layer to brand health metrics.
Practical strategies for building sophisticated insights capabilities and adopting advanced methodologies without enterprise-level resources.