Quantilope Launched Mental Availability Norms Benchmark
The new analytics tool provides brands with performance metrics based on Ehrenberg-Bass Institute methodology.
Updated on Oct. 6, 2026 in Advertising
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Quantilope has released its Mental Availability Norms benchmark, a new analytical framework designed to measure brand presence across 35 countries. The tool helps companies evaluate their market standing by analyzing associations between brands and category entry points.
Why it matters
Brands can use these norms to evaluate their performance against category and market competitors. The framework allows companies to establish data-driven targets for their marketing metrics.
The benchmark utilizes 8,000 data points across 35 countries and four major global regions. It evaluates performance using three specific metrics across six key industries including food, fashion, and retail.
The players
Quantilope
Quantilope is an insights automation company headquartered in the UK that provides technology for brand tracking and consumer research.
Ehrenberg-Bass Institute for Marketing Science
The institute is a research center based at the University of South Australia that develops scientific laws and methodologies for marketing and brand growth.
The details
The benchmark includes mental market share, mental penetration, and network size to quantify how consumers link brands to specific entry points. It employs the research methodology established by the Ehrenberg-Bass Institute for Marketing Science.
Timeline
The Mental Availability Norms benchmark was launched on October 6, 2026.
Market Landscape
This release reflects the broader shift toward standardizing marketing effectiveness through academic research frameworks like those from the Ehrenberg-Bass Institute. It positions Quantilope to compete with traditional market research firms by offering automated, evidence-based performance metrics.
For brand managers and advertisers, this tool provides a new way to identify gaps in consumer associations and adjust brand positioning strategies. Companies can use these norms to prioritize spending on entry points that offer the highest potential for mental market share growth.
The takeaway
Brands should focus on increasing the number of entry points they are associated with to improve mental penetration. Consistent application of these metrics allows marketing teams to shift from subjective goals to quantitative, benchmarked targets.
Further reading
Learn more about the latest developments in the Advertising sector.
Source note: This article includes information reported by Research Live.
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