Quantilope Launched Global Mental Availability Benchmark
Brands can now measure their category associations against an international dataset of 8,000 data points.
Updated on Oct. 6, 2026 in Advertising
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Quantilope has released a new Mental Availability Norms benchmark that provides standardized metrics for brands across 35 countries. The tool helps companies evaluate their market position relative to competitors using methodology from the Ehrenberg-Bass Institute.
Why it matters
The benchmark provides a framework for operators to assess brand strength by standardizing how they measure consumer associations. By comparing performance against industry peers, businesses can better allocate marketing spend and refine their market penetration strategies.
The new benchmark utilizes 8,000 data points across 35 countries and four major regions, covering key sectors like retail, durables, and consumer packaged goods. It measures three distinct metrics against a global baseline, though individual industry performance variations are not yet known.
The players
Quantilope
An automated market research platform that provides global brands with consumer insights and behavioral data tools.
Ehrenberg-Bass Institute for Marketing Science
A research center at the University of South Australia known for its evidence-based approach to marketing and brand growth laws.
The details
The benchmark tracks mental market share, mental penetration, and network size to quantify how effectively a brand occupies a consumer's mind. By applying the methodology of the Ehrenberg-Bass Institute for Marketing Science, the platform allows users to map their brand's links to specific category entry points. This data enables businesses to identify gaps in their positioning compared to competitors within the same category and market.
Timeline
October 6, 2026: Quantilope launched the Mental Availability Norms benchmark.
Market Landscape
This release marks a significant move to institutionalize the Ehrenberg-Bass Institute's laws of brand growth into a standardized commercial tool. It follows a broader industry trend of shifting from vanity metrics to behavioral data that correlates directly with market share.
Operators should review their current brand tracking metrics to ensure they account for category entry points as defined by the Ehrenberg-Bass methodology. This benchmark offers a path to re-evaluate whether your marketing spend is driving genuine mental availability or merely brand awareness.
The takeaway
Understanding how your brand links to specific consumer purchase situations is more critical than tracking broad reach. Use this benchmark to establish a data-backed baseline for your brand's competitive standing in your specific market category.
Further reading
For more on industry metrics, explore the latest trends in Advertising.
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Do you trust standardized industry benchmarks to accurately measure your brand's performance?
