A Framework to Measure Mental Availability
I’m incredibly inspired by the groundbreaking work of experts like Mats Georgsson, Mats Rönne, Dale Harrison, Braden James Les Binet, and others who are shaping the future of brand measurement. Their innovative approaches to understanding and quantifying brand investments have motivated me to create a clear and actionable framework for measuring Mental Availability.
Why is this important?
At its core, Mental Availability drives defined business outcomes. Brands that are top-of-mind for consumers in key decision moments consistently outperform their competition. Yet, without the right tools and metrics, measuring this impact can feel like navigating in the dark.
Key Components of the Framework
1️⃣ Identify Category and Market Entry Points
Understanding how consumers enter a category is essential for strategic growth. For example, in the coffee industry, entry points range from general coffee drinkers searching for “coffee” to specialty consumers interested in “coffee roasters” or “coffee shops.” By analyzing these entry points, we can fine-tune marketing strategies to meet consumers where they are.
2️⃣ Evaluate Brand Performance
Mental Availability must translate into tangible outcomes. For smaller businesses like MyTelescope, this could mean focusing on branded keywords such as “MyTelescope.” For larger companies like Adobe, it requires a deeper analysis of individual services like Adobe XD, Illustrator, or Acrobat. By tailoring metrics to the business size and scope, we ensure that every investment is optimized.
3️⃣ Leverage Metrics like Share of Search
Share of Search is a powerful proxy for Mental Availability. By comparing branded search volume across competitors, businesses can assess their relative visibility and adjust their strategies accordingly.
MyTelescope Index
Moving Forward
I’m excited about the potential to integrate these methods into practical applications. Whether it’s through branded searches, Share of Search, or category insights, this approach ensures that brand investments are not only measurable but also directly tied to business growth.
Mental Availability is more than just a marketing concept; it’s a cornerstone of brand success. I’m looking forward to collaborating and learning from others as we continue to innovate in this space.
Rodrigo Pozo Graviz CEO, Co-Founder MyTelescope