Specialists in Mental Availability & Distinctive Brand Asset research

Mental Availability Brand Health Tracking

What is Mental Availability?

It’s a measure of how easily your brand comes to mind when a customer is in a buying situation. The more people who think of you, across more situations, the greater your Mental Availability and the more you will sell.

Why is measuring Mental Availability important?

Without it you’re flying blind. Our Better Brand Health Tracking provides a powerful window into consumer’s minds, helping you understand strategically which memories matter most for growth, enabling you to design activities that build Mental Availability.

How do you measure it?

We use the Category Entry Points (CEPs) framework, developed by the Ehrenberg-Bass Institute. CEPs are the cues and triggers that lead people to your category, and we measure how strongly your brand is linked to them, relative to competition, via an online survey.

How does the process work?

It’s typically a 3 stage process.

We start by Exploring the mental cues & situations that matter most through secondary and Qualitative research.
We then Evaluate your brand’s market position against them via an online Quantitative survey.
Finally, help you build a clear, actionable Roadmap that your entire internal teams & external partners can get behind.

Why is this better than traditional brand tracking?

It provides a direct link between your brand’s mental market share and future sales growth. Our approach moves beyond vague image statements to give you actionable insights that help your brand get chosen more often.

Distinctive Brand Asset Testing

What are Distinctive Brand Assets (DBAs)?

They are the sensory cues that help customers identify your brand without seeing its name. This includes your logo, colours, slogans, jingles, characters, or even a unique font. DBAs help people recognise and think of your brand in many situations.

Why is it crucial to test DBAs?

Making a change to a brand asset, or it’s deployment, without knowing its true value is a huge risk. This research gives you the confidence to invest in the right ones and maximise the brand impact of your marketing on consumer memory.

How does your DBA testing work?

We evaluate assets via an online survey on 2 metrics: Fame & Uniqueness. Fame is the percentage of people who link the asset to your brand, while Uniqueness is the percentage who only link it to your brand and no one else.

How does the process work?

Again, it’s typically a 3 stage process.

We start by Exploring the potential assets to test from your brand’s past and present via secondary & sometimes Qualitative research.
We then Evaluate a shortlist of your assets, and competitors, via an online Quantitative survey, on Recognition & Uniqueness.
And ultimately help you Prioritise 1-3 assets to maintain & build over time & through the line.

Why is this approach better than other DBA testing?

Most testing methods get lost evaluating whether an asset is ‘liked’ or what it communicates, which are secondary concerns at best. Our approach focuses on the one job that actually builds brand value: whether the asset brings your brand, and only your brand, to mind.

Who we are…

Bamboozled is a specialist brand research agency, looking to put more oomph into Better Brand Health Mental Availability Tracking using Category Entry Points and Distinctive Brand Asset measurement. With the support of our brand mascot Barry the sheep, Bamboozled helps brands like yours stop guessing and start building the two things that actually matter: being remembered in buying situations (Mental Availability) and being instantly recognisable (Distinctive Brand Assets).

Less Bumph. More Ooomph. Let’s get started.

No More Woolly Waffle. (Our Evidence-Based Approach)

The marketing world is full of fads, buzzwords, and strategies based on hope (or fear). It’s mutton dressed as lamb. We prefer science.
Everything we do is grounded in the evidence-based, world-renowned research of Byron Sharp and Jenni Romaniuk. We give you the facts about your brand’s Mental Availability and Distinctive Assets so you can see the forest, the trees, and exactly which path to take. No more wayward waffle – just a ruthless focus on what’s proven to drive growth.

Research For Doing, Not Displaying. (Our Action Obsession)

You know the feeling. A 100-page PowerPoint deck lands in your inbox. You skim it. It gets filed away on a virtual shelf, never to be seen again. Barry hates waste. And so do we.
Every part of our process is designed by someone who’s lived client-side life and knows the pressure you’re under. From the top-notch research design to the practical, action-focused workshop, we deliver insights you can use the next day, not just file away.

No Flock-Ups. Just a Slick Process.

You’ve got enough to worry about without being passed around the farm from one contact to another.
With Bamboozled, you get one dedicated, senior, and personable expert from start to finish. It guarantees a slick, efficient process and deliverables so clear and compelling you’ll actually want to share them with your board and agency partners.

Who we’ve worked with…

Just Eat Category Entry Point Exploration

A bit of social proof from our clients…

“Our Mental Market Share study with Bamboozled has had a transformative impact on the way we consider planning, strategy and objectives at JET. Rich is not only a pleasure to work with, but has a fantastic ability to articulate this type of research in a clear and engaging way to a range of different stakeholders. The report itself is designed with a clear eye for storytelling and landing insight through visuals...barely a day goes by when I don’t have someone requesting access to it!”

Ben Andrew, Insights Lead, Just Eat Takeaway

“The best brand tracking we’ve ever seen!!!”

Claire Hooper, Marketing Director, Calbee Group (Seabrook brand)

“Bamboozled brand health tracking, centred around Category Entry Points, was clear, concise and impactful. It has helped guide direction across many aspects of our brand including positioning, identity, advertising messaging and media placement. I would strongly recommend!”

Kev McFadyen, Chief Marketing Officer, Castore

“The debrief has had a seismic impact across the entire business, with clear recommendations, rooted in robust marketing theory. The process was extremely clear and the delivery was best in class“.

Dean Lavender, Head of Brand, Crosta & Mollica

““A real partnership that helped us gather compelling category & brand insights, underpinned by leading marketing marketing science, and apply them simply & practically. The work is being adopted and used broadly across our planning, helping to change the way we think in our business”

Ash Cooper, Marketing Director, Triton Showers

“A key research partner having now provided expertise, knowledge & actionable, sometimes challenging, insights to our business over a number of brand tracking & Distinctive Brand Asset projects”

Dan Barnston, Senior Category & Insight Manager, Valeo Snackfoods

“Rich is highly curious, open & hugely collaborative. He has an action oriented mindset & relentlessly challenges himself, his teams & companies he works with to make a difference“

Kirsty Hunter, Group Marketing Director, Innocent Drinks