In the evolving world of marketing, understanding your consumer's journey is crucial. One of the key aspects of this journey is identifying the Category Entry Points (CEPs), the specific situations or occasions that lead consumers to consider a product or category. In this post, we'll explore how we used OpenAI's ChatGPT to analyze CEPs for period panties, and how these insights can be translated into effective brand narratives.
Uncovering Category Entry Points (CEPs) with AI
Our journey began with a deep dive into two leading brands in the period panties market: Thinx and Proof. Using ChatGPT, we analyzed the brands' websites and customer reviews to understand the key features and benefits that resonate with consumers. See the previous article here. This analysis revealed several CEPs, including the beginning of the menstrual cycle and a shift towards more sustainable products.
Here's a list of the types of Category Entry Points that Open AI was able to identify.
Beginning of Menstrual Cycle: This CEP can help overcome effectiveness doubts and hygiene concerns. As individuals start their menstrual cycle and experience discomfort or dissatisfaction with traditional products, they might be more open to trying period panties and discovering their comfort and effectiveness firsthand.
Packing for Travel: This CEP can help overcome the perceived expense stigma. When packing for a trip, the convenience and space-saving nature of period panties can highlight their value, making the initial cost seem more worthwhile.
Purchasing New Underwear: This CEP can help overcome comfort issues and age-related stigma. When shopping for new underwear, individuals might come across period panties and learn about their comfort and variety of styles, which can appeal to all ages.
Experiencing Leakage with Current Products: This CEP can help overcome effectiveness doubts. If a person experiences leakage with their current menstrual products, they might be more willing to try period panties and experience their leak-proof nature.
Preparing for a Long Day or Event: This CEP can help overcome effectiveness doubts and hygiene concerns. When preparing for a long day or event, the long-lasting protection offered by period panties can demonstrate their effectiveness and ease hygiene concerns.
Nighttime Protection: This CEP can help overcome comfort issues and effectiveness doubts. If someone is looking for reliable overnight protection, trying period panties and experiencing their comfort and leak-proof nature can dispel these stigmas.
Linking CEPs to Stigmas
Next, we explored the potential stigmas associated with period panties. Stigmas can significantly influence consumer behavior, and understanding them is crucial for developing effective brand narratives. We identified several stigmas: hygiene concerns, effectiveness doubts, comfort issues, and perceived expense.
Hygiene Concerns: Some people may perceive period panties as unhygienic or unsanitary compared to disposable products. They may worry about cleaning the panties properly or about the potential for odor.
Effectiveness Doubts: There may be skepticism about the effectiveness of period panties in preventing leaks, especially for those with heavy flows. Some people may worry about the risk of leaks or stains.
Comfort Issues: Some individuals may believe that period panties are uncomfortable or bulky, similar to wearing a pad.
Perceived Expense: Period panties can have a higher upfront cost than disposable products, leading to a perception that they are expensive. Even though they can be more cost-effective over time, this initial cost can be a barrier.
Taboo Around Menstruation: In some cultures or societies, menstruation is still seen as a taboo subject. Using period panties, which involves handling menstrual blood more directly than some other products, could be stigmatized in these contexts.
Age-Related Stigma: Younger individuals or those new to menstruation might feel embarrassed or awkward about using period panties, especially if their peers are not using them. Similarly, older individuals might feel that period panties are not meant for them, especially if marketing primarily targets younger users.
Health Practitioner Bias: If healthcare professionals are not familiar with period panties or hold biases against them, they might not recommend them as an option for menstrual management, which can influence perceptions of their legitimacy or effectiveness.
Interestingly, we found that these stigmas were closely linked to the CEPs we had identified. For instance, hygiene concerns and effectiveness doubts could make individuals less likely to consider period panties at the beginning of their menstrual cycle.
Identifying Consumer Personas
With the CEPs and stigmas in mind, we used ChatGPT to identify new consumer personas that could be white space opportunities for period panties:
Young, Environmentally Conscious Women: For young women who are environmentally conscious, the narrative could emphasize sustainability and style. "Are you tired of contributing to environmental waste with disposable menstrual products? Proof offers a stylish, comfortable, and sustainable solution. Our period panties are not only "amazingly comfortable" but also reusable, reducing your environmental footprint. They're also "legitimately leakproof," providing reliable protection during your period. Join the many young women who have made the switch and are making a difference for our planet."
Active, Sporty Women: For active women who need reliable protection during physical activities, the narrative could emphasize comfort and effectiveness. "Don't let your period slow you down. With Proof's period panties, you can stay active and comfortable all day. Praised for their "amazing fit and comfort," our period panties move with you, whether you're running, doing yoga, or hitting the gym. They're also "legitimately leakproof," providing the reliable protection you need to focus on your workout, not your period."
Mature Women Experiencing Changes in Menstruation or Mild Incontinence: For mature women who may be experiencing changes in their menstruation or dealing with mild incontinence, the narrative could emphasize comfort, effectiveness, and versatility. "Changes in your body don't have to mean changes in your lifestyle. With Proof's period panties, you can navigate these changes with confidence and comfort. Our period panties are "amazingly comfortable" and "legitimately leakproof," providing reliable protection for heavy periods or mild incontinence. Join the many women who trust Proof to provide the comfort and protection they need during this new stage of life."
Crafting Brand Narratives
Finally, we used ChatGPT to develop brand narratives for each persona, addressing the relevant stigmas and CEPs. Each narrative included an Accepted Consumer Belief, a Benefit (including functional and emotional benefits), and a Reason to Believe.
For example, for the Young Environmentally Conscious Consumer, the narrative for Proof might be:
Accepted Consumer Belief: Many consumers believe that period products should provide reliable protection, but often compromise on sustainability.
Benefit:
Functional: Proof's period panties offer leakproof protection, ensuring reliability during your period.
Emotional: With Proof, you can feel comfortable and confident, knowing you're making a sustainable choice.
Reason to Believe: Proof's period panties are designed for comfort and fit, and are made from sustainable materials. They have been positively reviewed by customers for their absorbency, comfort, and fit.
The Power of Generative AI
This use case demonstrates the power of generative AI like ChatGPT in uncovering consumer insights and translating them into actionable strategies. By analyzing brand websites and customer reviews, ChatGPT can identify key CEPs and stigmas, develop consumer personas, and craft compelling brand narratives.
Moreover, AI can do this at scale and speed, allowing marketers to quickly gain insights across multiple brands and categories. This can be particularly valuable in fast-changing markets, where understanding the consumer journey and staying ahead of trends is crucial.
Generative AI offers a powerful tool for marketers, providing deep consumer insights and helping to craft effective brand narratives. By leveraging AI, we can better understand our consumers and create strategies that resonate with them, ultimately driving growth and success in the market.
What do you think? Does this tool accelerate the process? Or is it also a value-added tool that can get any brand, in any industry, 80% of the way there?
Subscribe for the final part where I'll show how you can use Chat GPT to help communicate these insights.