Knowns Hosts 'Practical CEP Hands-on Seminar' to Visualize Purchasing Triggers

On May 26, 2026, Knowns Inc. held a 'Practical CEP Hands-on Seminar' focused on applying Category Entry Points (CEPs) in business.

The seminar targeted marketers and product planners, providing a 150-minute program that covered everything from the core concepts of CEPs to numerical approaches and their application in marketing strategies. Twenty-five individuals attended, with 100% of participants expressing high satisfaction with the event.

## Seminar Background
Interest in Category Entry Points (CEPs)—the occasions or 'triggers' that prompt consumers to consider purchasing in a specific category—has surged in marketing circles. They serve as evidence-based foundations for brand strategy.

Knowns has a track record of providing CEP analysis reports across multiple categories. Through this service, the company frequently encountered feedback from businesses unsure of where to start with CEPs or how to translate them into actionable data. This seminar was designed to address these challenges through a mix of lecture and practical workshops.

## Seminar Program
The program was structured into three phases: Understand, Think, and Practice.

Phase 1: CEP Explanation (Lecture)
Starting with group work on the theme 'What triggers the desire to buy ice cream,' the session covered the definition of CEPs, theoretical backgrounds, Knowns' approach to Mental Market Share (MMS), and a three-step analysis process: quantification, selection of key CEPs, and design of recall strategies.

Phase 2: Individual Workshop
Participants worked on products close to their own businesses, focusing on comparing CEPs with competitors and creating buyer personas.

Phase 3: Data Analysis Workshop
Using real survey data provided by Knowns, participants practiced the process of deriving strategic insights, such as analyzing which CEPs should be strengthened for Morinaga's 'MOW' brand.

## Participant Feedback
- New Business Development: 'I finally gained a concrete metric for CEPs, which I previously found ambiguous.'
- Pharma Marketing Manager: 'Analyzing real data deepened my understanding significantly.'
- Product Planner: 'The approach of connecting analysis to actionable strategies was very insightful.'

## Future Outlook
Knowns aims to make the concept of CEPs a common language in practical business. The company will continue to share insights for market understanding from a consumer perspective, leveraging its vast consumer data to support corporate decision-making.