Reading Briefs
Gap Analysis
Where the brand is leaving money on the table in its current messaging.
Gap analysis is available on Studio and Agency plans.
Gap analysis compares what the brand claims in its marketing against what real buyers actually care about — as revealed by the market reading. It surfaces mismatches: where the brand is over-emphasising things buyers don't mention, or under-emphasising pains and desires that dominate the reviews.
How to use it
Look for gaps where high-severity pains are absent from the brand's current messaging. Those are creative opportunities — angles the brand hasn't claimed yet that the market signal says buyers care about deeply. An ad that speaks to that gap runs on a lane no competitor has touched.