Get Started Sign In
Get Started Sign In
Get Started Sign In
Get Started Sign In
CUSTOM RESEARCH CAPABILITIES

Category Advantage

A low-cost, AI-powered brand measurement solution that reveals the moments and needs driving consumers in your category — and how your brand can own more of them. Built on validated principles of brand-driven growth and powered by Morning Consult’s industry-leading sampling technology.

Talk With Our Category Experts Today →

Why Category Advantage

Measure the true drivers of brand strength

Capture both mental availability (the likelihood your brand comes to mind when consumers face a need or occasion) and emotional closeness (how strongly consumers connect with your brand), benchmarked against competitors.

mental_availability

Uncover Category Entry Points (CEPs)

Directly tied to mental availability, see the specific needs, occasions, and triggers that drive purchase decisions in your category, and how strongly your brand is linked to them.

category_entry_points_cep

Pinpoint growth opportunities

Direct investment toward the moments and consumer segments with the greatest potential to grow your brand.

growth_demographic_profile

Turn insights into action fast

Get survey results in 4–5 days through a centralized dashboard and short-form memo that equips stakeholders with clear direction on where and how to win.

analyzing_deviations

How It Works

From kickoff to delivery, the entire process takes just 4-5 days.

Intake & Kickoff:

Our survey experts work with you to define the right competitive set and buying situations for your category.

Fielding:

Morning Consult’s proprietary sampling technology sources participants in real time, delivering a large volume of validated responses in just two days.

Delivery:

Survey results are delivered in an always-accessible dashboard and memo, with actionable recommendations you can use right away.

Backed by Evidence

Academic, industry, and Morning Consult research consistently show that mental availability and emotional closeness drive real-world business growth across categories and time frames.

Mental-vs-Actual-Market-Share-1

Mental vs. Actual Market Share of QSR Brands

Brands with stronger mental market share are more likely to convert salience into actual market share.

Emotional-Closeness-vs-Share-of-Wallet-1

Emotional Connection vs. Stated Share of Wallet for Fast Food Brands

Higher emotional connection correlates with a greater stated share of wallet.

Ready to Get Started?

Contact our team today to learn how Category Advantage can help you get ahead.

Go