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The Mental Availability Assessment
Mental availability is the likelihood that brokers think of you when a case lands on their desk. See information here.
The Assessment shows you where you stand today. I find the situations that make brokers think of you, and the ones that don’t, through broker research and, if needed, analysis of your data. Then I show you what it means for your business.
Get your personalised Assessment - drop me an email.
How Does Mental Availability Assessment Work?
The Mental Availability begins with broker research. This will be tailored to you and will be discussed up front. The goal is to discover:
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Who Thinks Of Your Brand?
Understand which brokers recall your brand and whether perceptions vary across different groups or segments.
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When Are They Thinking of Your Brand?
This identifies the situations, needs and buying triggers that prompt brokers to think about your brand.
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Why Are They Thinking of Your Brand?
Explore the associations, experiences and perceptions that explain why your brand comes to mind - or why it doesn't.
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Which Products Are They Thinking About?
Understand what brokers associate with your brand and whether they recognise the breadth of your proposition.
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What Happens Next?
What do they think, feel and do after considering you?
Once we have that insight, we can identify exactly where the opportunity lies - and the right way to build on it for your brand.
Your Mental Availability Assessment
The final outputs will be agreed around the scope of your assessment.
These will not be merely sent to you as a report but talked through so together the insight become insight with action.
The output can include:
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A clear picture of your current mental availability.
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The Category Entry Points most relevant to your business and target brokers.
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Key brand associations, strengths and gaps revealed by the research.
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Opportunities to build stronger and more relevant brand associations.
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A prioritised set of recommendations to inform marketing and sales activity.
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An executive-ready summary to help align leadership, marketing and sales around the findings.
What Happens After The Mental Availability Assessment?
Knowing where you stand is the first step. When you’re ready to act, I can help with:
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Product: new or improved products shaped by what brokers need
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Product launch process: creating an approach that does not dilute mental availability
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Proposition: a clear position that moves you away from competing on price alone
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Messaging: words built on what brokers told us, not what we assume they want to hear
Mental Availability Assessment
FAQs
What will you need from us?
An overview of your objectives, any research or data you already have, and agreement on which brokers we should speak to.
What do I do with the findings?
I talk you through them with your team and give you a prioritised set of recommendations for marketing and sales. What you do next is your choice, and I can help with product, proposition and messaging if you’d like.
Does it guarantee sales?
No. Mental availability increases the likelihood your brand is considered, but it doesn’t guarantee a sale. Price, proposition, product, service, relationships and the specifics of each case all play a part.
How does the research work?
We will agree the scope with you before you commit to the project. It is likely to be broker interviews and an online survey.
How much will this cost me?
Each Mental Availability Assessment is unique. You will get a clear price within the proposal.