Mental availability measures the probability that a brand comes to mind in a buying situation. Brands with richer, more widespread memory structures win more consideration and more deals.
Section 1A
Prompted brand analysis among respondents who do not currently use each brand.
Growth comes from acquiring non-users. These 82 respondents represent BambooHR's addressable market. All metrics below reflect perceptions among people who have not selected BambooHR as their current platform.
Percentage of each brand's non-users who are aware of the brand (prompted)
BambooHR has only a 1% awareness gap. Awareness is not the problem. Nearly every HR leader in the addressable market already knows BambooHR exists. The challenge lies in what they associate with the brand, not whether they have heard of it.
BambooHR has zero negative associations among non-users. This is a strong foundation. The brand is well-liked but narrowly defined. Workday, by contrast, carries significant negative baggage (expensive, complex, overkill) alongside its positive associations.
Unprompted Competitors
These brands were mentioned spontaneously by respondents (not prompted). Sample sizes vary because only a subset of non-users mentioned each brand.
BambooHR's awareness is high (99%), but the brand is primarily associated with HRIS, not recruiting. The growth challenge is not awareness, it is repositioning. Non-users see BambooHR as an HR management tool for small companies, not as a recruiting solution that competes with Greenhouse or Lever.
Section 1B
Current user data shows what BambooHR's installed base thinks. Useful for retention, but not the basis for growth recommendations.
Current user data (n=18) is provided for context. Because existing customers already chose BambooHR, their perceptions reflect confirmation bias and direct experience. Growth strategy must focus on the 82 non-users above.
Retention signal: Current users rate BambooHR highly (89% positive), but "limited features" is the second most common theme. This suggests a retention risk if customers outgrow the platform's capabilities.