Category Entry Points


  • Category Entry Points (CEPs) refers to the thoughts people have at the times when they transition into being a category buyer, and therefore a potential brand buyer. 
  • CEPs come from both the buyer’s internal feelings and motivations, and their external environment (places, people). 
  • These CEP thoughts act as retrieval cues to shape the options that are mentally available to buy at that time.

Key Findings

  • To remind us of the broad range of CEP sources, we use the W’s to classify CEPs:  Why, When, While, Where, with/for Whom, with What and hoW feeling. 
  • Identifying CEPs: Use the W’s; allow for variation across category buyers; and allow for variation within each category buyer.
  • Big brands don’t ‘own’ CEPs, they have widespread coverage across CEPs and category buyers.