Use automation and advanced method research to understand dynamics within your current category or in new categories you’re looking to break into.
Use automated category exploration research to
Uncover category whitespaces
Is there room in your category to expand?
Use a category insights study to survey consumers about their unmet needs; these category analytics will guide your future business decisions and new product offers.
Find what’s driving category behavior
What motivates consumers in your category?
Category exploration studies determine how important various drivers (e.g. features, characteristics) are to category sales — such as brand liking or purchase intention.
Understand category associations
What do consumers implicitly associate with your category?
Identify consumers' subconscious category associations so you can cater product development and messaging strategies around those ideas.
Keep customers satisfied
Are customers in your category happy?
Find out if category consumers are generally happy, what they’re looking for in your category's products/services, and how your brand is measuring up against broader category performance.
Automated advanced methods for a category exploration study:
Use quantilope as a category exploration solution to make quicker decisions thanks to market research automation
Unlock category insights with high-quality, advanced method findings
Use data-backed insights to make better-informed category decisions
Lean on support from quantilope’s classically-trained research consulting team to explore insights in your category
"quantilope has made the process of creating survey questions, finding sample, and reporting findings user-friendly and organized. It is truly a one-stop shop for all things involved in market research."
-Dylan Rose, Sr. Manager of Business Intelligence at PBS
Frequently Asked Questions (FAQs):
What is a Category Exploration study, and when should my brand run one?
A Category Exploration study helps you understand the dynamics within your current market or a new category you are looking to break into. You should run one when you want to uncover market whitespaces, identify unmet consumer needs, or figure out exactly what drives purchase behavior before launching new products or campaigns.
Which advanced research methods does quantilope use for category exploration?
quantilope's automated platform leverages several advanced methods for category exploration, including Key Driver Analysis (KDA) to identify which factors are most strongly associated with purchase intent, Need-Based Segmentation to break your audience into actionable groups, and the Single Implicit Association Test (SIAT) to uncover subconscious consumer feelings.
How can category exploration help me find opportunities for new product development?
quantilope's Category Exploration solution is specifically designed to help you uncover "category whitespaces." By surveying consumers about their unmet needs and overall category happiness, you can identify clear opportunities for product/service expansion and let data guide your future offerings.
How does quantilope help uncover subconscious category consumer associations?
By utilizing the automated Single Implicit Association Test (SIAT), quantilope goes beyond explicit survey questions to identify what consumers subconsciously associate with your category. This allows you to precisely tailor your product development and marketing messaging around those deep-rooted ideas.
Does my team need to be market research experts to run advanced category research studies?
Not at all. quantilope automates the market research process, including survey setup, advanced-method analysis, and reporting. If you need help exploring category insights or setting up your project, you can lean on dedicated support from quantilope’s team of classically trained research consultants or the platform's integrated AI Research Partner, quinn.
How does quantilope's CEP Generator relate to category exploration?
Category Entry Points (CEPs)—developed by marketing scientists Byron Sharp and Jenni Romaniuk—are the specific needs, occasions, and situations that prompt a consumer to think about and shop in a given category (e.g., "after a workout" for a face wash, or "for a quick lunch" for fast food).
To successfully explore or break into any category, a brand must first understand what brings consumers into that market. The CEP Generator acts as a foundational mapping tool that uncovers these exact buying triggers.
quantilope’s CEP Generator is a free, AI-driven tool where brands input basic details about their market to instantly generate a custom list of 35 initial CEPs. This output provides an immediate strategic baseline for exploratory research. When a brand begins a Category Exploration project—whether looking for market whitespaces or deciding how to position a new product—the CEP list gives them the exact consumer-use contexts to build their research around.
Request an automated Category Exploration demo now!
