FAQs
141 secs
What does the Timelaps dashboard actually show you?
Dr. Henk Pretorius, co-founder of Timelaps, breaks it into five sections.
(1) The funnel. Awareness, consideration, usage, preference, and loyalty, tracked over time so you can see your standing in the category and how it's changing.
(2) Moments. Built on category entry points (CEPs), an Ehrenberg-Bass Institute concept holding that brands are built on occasions, not general preference across all situations. Traditional brand diagnostics lean on attributes and imagery, but as Henk puts it, there's only so much a brand manager can do with a statement like "this is a brand for me." Moments identify the social, personal, and habitual occasions teams can actually act on. It's the section clients have grabbed onto hardest.
(3) Advertising and word of mouth. Ad awareness and recall against competitors, plus whether people hold a positive, negative, or no opinion of your brand. Traditional imagery tracking is included too.
(4) Category insights. How people behave in your category, the channels they use, and their decision-making style - automatic or deliberate - which shapes how you plan marketing for habitual versus considered categories.
(5) Demographics. Who your users are versus competitors, which segments you're reaching and missing, and where the biggest growth opportunity sits.
Henk spent 20+ years in market research and built and sold the largest digital research agency in Africa. Learn more: https://timelaps.io
