Category Entry Points (CEPs) are the specific situations, needs and moments that trigger purchase consideration – TRA measures them as an optional module. They reframe the central tracking question from "which brands come to mind in this category?" to "which brands come to mind when someone wants to do X, feels Y, or is in situation Z?"
That shift matters because purchase decisions aren't made in the abstract category – they're made in moments. CEP tracking reveals mental availability: which brands are actually present at the occasions that drive most of a category's revenue, rather than which brands people can recall when prompted in a survey. A brand can lead on awareness and still be absent from the moments that count.
CEP tracking is currently used by close to 10% of TRA's tracking clients, typically those competing in categories where the occasion of choice is the real battleground.