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Tellet is a tool for using AI to conduct detailed and customized interviews. We applied Tellet to our own clients to hear their thoughts on using AI for consumer insights.

4 pm. Cup-a-soup. More people should do that. This is a Category Entry Point (CEPs) from Cup-a-Soup. The brand has made a daily moment very concrete and recognizable to consumers. When you pull that off as a brand, it gets you a lot of brand growth. But how do you do that?

Obvion has won the Golden Speech Tube Mortgage Lenders for the second year in a row and also showed the strongest development during this 26th edition. Obvion dares to make tough choices and strives for excellence in green and diversity. The lender understands that maintaining a top position in the market is more difficult than achieving it. By being proactive and sticking to its core values of "Mortgages from the heart," Obvion manages to rise above the competition.

Our recent study of B2C Marketing and Sales professionals* shows that up-to-date consumer insight is critical to growth. Find out why: it enables you to make informed decisions and grow your brand.

If you have breakfast with the whole family in the morning, there might be a large pack of Optimel on the table. But if you want to get a quick drink before exercise, you probably buy a small pack of Vifit. Both Friesland Campina brands cleverly capitalize on a specific moment when you can think of the category (healthy thirst quencher). This is also called a Category Entry Point (CEPs). Many brands confuse CEPs with Reasons to Buy. But what exactly is the difference?

You're not yourself when you're hungry! Now you're probably thinking of Snickers. This brand has deployed impactful Category Entry Point (CEPs) in its communications to consumers. CEPs can provide tremendous brand growth. But how do you select the right one for your brand, when there may be a hundred options?