Reading Reports
Gap Analysis
Where the brand is leaving money on the table in its current messaging.
Gap analysis is only available on Pro and Agency plans.
The gap analysis compares what the brand claims in its marketing against what real customers actually care about, as revealed by the research. It identifies mismatches where the brand is over-emphasising things buyers do not care about, or under-emphasising pains and desires that dominate the reviews.
How to use it
Look for gaps where high-severity pains are not mentioned in the brand's current messaging. These are your creative opportunities — angles the brand has not claimed yet that the research says buyers care about deeply. An ad that speaks to that gap runs on a lane no competitor has touched.