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Whole aisles:Energy drinksBetter-for-you soda and sparkling waterOutdoor apparel
Calm: Healthcare App, Mobile App · Headspace: Healthcare App, Mobile App
For a partnerships lead at Calm: test Washington DC first, where Calm's audience runs hotter, and call MasterClass (0.90 with Calm, 0.83 with Headspace) and Tasty (0.86 with Calm, 0.79 with Headspace) first, the widest gaps on Calm's side. steps 4, 5, 8 and 9
Of 73 candidates, 6 sit closer to Calm, 9 closer to Headspace and 56 within 0.05 of both. 2 brands in their own field are set aside below. steps 4 and 5
Calm leads in Washington DC; Headspace in Denver. steps 8 and 9
Share by category: Mobile App
Source: Qloo's US heatmaps. A dot is a place either audience ranks in its top half; it leans to one side when that audience ranks it at least 25 places higher out of 100 (Crossover's rule), else it's Both.
Leans CalmLeans HeadspaceBoth
Where each audience over-indexes in Qloo's heatmaps, cell by cell. steps 8 and 9 A cell leans one way when it sits a quarter of the ranking higher in that heatmap. Cells only one heatmap covers are left off.
Top markets. Calm: New York, Honolulu, San Diego, Boston, Washington DC. Headspace: New York, Denver, San Diego, Honolulu, Boston.
Scores from steps 4 and 5, ranks from steps 2 and 3
Website
Gap 0.07 · #10 in Calm's list, not in Headspace's top 50
Food & Beverage, Media
Gap 0.07 · #50 in Calm's list, not in Headspace's top 50
Environmental NGO, NGO
Gap 0.06 · #40 in Calm's list, not in Headspace's top 50
Software
Gap 0.05 · #31 in Calm's list, not in Headspace's top 50
Education App, Mobile App
Gap 0.05 · #45 in Calm's list, not in Headspace's top 50
Software
Gap 0.05 · #8 in Calm's list, not in Headspace's top 50
Software
Gap 0.05 · #8 in Calm's list, not in Headspace's top 50
Scores from steps 4 and 5, ranks from steps 2 and 3
Health & Beauty
Gap 0.07 · #9 in Headspace's list, not in Calm's top 50
E Commerce App, Website
Gap 0.07 · #38 in Headspace's list, not in Calm's top 50
Website
Gap 0.07 · #19 in Headspace's list, not in Calm's top 50
Business App, Mobile App
Gap 0.07 · #30 in Headspace's list, not in Calm's top 50
Humanitarian NGO, NGO
Gap 0.06 · #20 in Headspace's list, not in Calm's top 50
Professional Services
Gap 0.06 · #34 in Headspace's list, not in Calm's top 50
Software, Website
Gap 0.05 · #22 in Headspace's list, not in Calm's top 50
Health & Beauty
Gap 0.05 · #31 in Headspace's list, not in Calm's top 50
Social Networking App, Mobile App
Gap 0.05 · #16 in Headspace's list, not in Calm's top 50
Professional Services
Gap 0.06 · #34 in Headspace's list, not in Calm's top 50
Software, Website
Gap 0.05 · #22 in Headspace's list, not in Calm's top 50
Health & Beauty
Gap 0.05 · #31 in Headspace's list, not in Calm's top 50
Social Networking App, Mobile App
Gap 0.05 · #16 in Headspace's list, not in Calm's top 50
Scores from steps 4 and 5, ranks from steps 2 and 3
Education App, Reading App
Gap 0.04 · #1 in Calm's list, #6 in Headspace's list
Education App, Mobile App
Gap 0.03 · #3 in Calm's list, #11 in Headspace's list
Health & Beauty
Gap 0.01 · #6 in Calm's list, #2 in Headspace's list
Software
Gap 0.03 · #4 in Calm's list, #25 in Headspace's list
Fitness App, Mobile App
Gap 0.00 · #9 in Calm's list, #17 in Headspace's list
Electronics
Gap 0.04 · #25 in Calm's list, #3 in Headspace's list
Professional Services
Gap 0.02 · #15 in Calm's list, #8 in Headspace's list
Entertainment, Website
Gap 0.01 · #11 in Calm's list, #18 in Headspace's list
Healthcare NGO, Cultural NGO
Gap 0.03 · #5 in Calm's list, #32 in Headspace's list
Fitness App, Health & Beauty
Gap 0.01 · #16 in Calm's list, #15 in Headspace's list
Electronics
Gap 0.04 · #25 in Calm's list, #3 in Headspace's list
Professional Services
Gap 0.02 · #15 in Calm's list, #8 in Headspace's list
Entertainment, Website
Gap 0.01 · #11 in Calm's list, #18 in Headspace's list
Healthcare NGO, Cultural NGO
Gap 0.03 · #5 in Calm's list, #32 in Headspace's list
Fitness App, Health & Beauty
Gap 0.01 · #16 in Calm's list, #15 in Headspace's list
Business, Media
Gap 0.02 · #23 in Calm's list, #10 in Headspace's list
Fitness App, Mobile App
Gap 0.03 · #28 in Calm's list, #4 in Headspace's list
Fitness App, Software
Gap 0.03 · #24 in Calm's list, #7 in Headspace's list
Scientific NGO, NGO
Gap 0.03 · #7 in Calm's list, #42 in Headspace's list
Education App, Business App
Gap 0.02 · #12 in Calm's list, #35 in Headspace's list
Retail, Website
Gap 0.03 · #30 in Calm's list, #14 in Headspace's list
Retail
Gap 0.00 · #20 in Calm's list, #24 in Headspace's list
Booking Platform, Travel
Gap 0.04 · #12 in Headspace's list, not in Calm's top 50
Running, Sneakers
Gap 0.02 · #35 in Calm's list, #21 in Headspace's list
Scientific NGO, NGO
Gap 0.01 · #17 in Calm's list, #46 in Headspace's list
Website
Gap 0.01 · #29 in Calm's list, #29 in Headspace's list
Athletic
Gap 0.01 · #37 in Calm's list, #28 in Headspace's list
Website
Gap 0.01 · #19 in Calm's list, #44 in Headspace's list
Fitness App, Health & Beauty
Gap 0.01 · #21 in Calm's list, #43 in Headspace's list
Booking Platform, Travel
Gap 0.04 · #13 in Calm's list, not in Headspace's top 50
Frozen, Meat, Seafood, & Substitutes
Gap 0.01 · #26 in Calm's list, not in Headspace's top 50
Fitness App, Health & Beauty
Gap 0.02 · #26 in Headspace's list, not in Calm's top 50
Production Company, Entertainment
Gap 0.01 · #32 in Calm's list, not in Headspace's top 50
Health & Beauty
Gap 0.02 · #33 in Headspace's list, not in Calm's top 50
Education NGO, NGO
Gap 0.03 · #27 in Headspace's list, not in Calm's top 50
Website
Gap 0.01 · #43 in Calm's list, #45 in Headspace's list
Software
Gap 0.01 · #34 in Calm's list, not in Headspace's top 50
Software
Gap 0.04 · #23 in Headspace's list, not in Calm's top 50
Science, Media
Gap 0.05 · #14 in Calm's list, not in Headspace's top 50
Casual, Health & Beauty
Gap 0.01 · #48 in Calm's list, #49 in Headspace's list
Casual, Fashion
Gap 0.02 · #40 in Headspace's list, not in Calm's top 50
Health & Beauty
Gap 0.01 · #48 in Headspace's list, not in Calm's top 50
Website
Gap 0.04 · #18 in Calm's list, not in Headspace's top 50
Mobile App
Gap 0.03 · #22 in Calm's list, not in Headspace's top 50
News & Politics, Lifestyle
Gap 0.02 · #33 in Calm's list, not in Headspace's top 50
Health & Beauty, Website
Gap 0.01 · #41 in Calm's list, not in Headspace's top 50
Website
Gap 0.02 · #38 in Calm's list, not in Headspace's top 50
Gap 0.03 · #39 in Headspace's list, not in Calm's top 50
Education App, Website
Gap 0.04 · #27 in Calm's list, not in Headspace's top 50
News App, Reading App
Gap 0.03 · #41 in Headspace's list, not in Calm's top 50
Retail
Gap 0.02 · #42 in Calm's list, not in Headspace's top 50
Athletic, Fashion
Gap 0.03 · #50 in Headspace's list, not in Calm's top 50
Athletic, Casual
Gap 0.05 · #36 in Headspace's list, not in Calm's top 50
Fitness App, Mobile App
Gap 0.03 · #36 in Calm's list, not in Headspace's top 50
Dairy & Substitutes, Food
Gap 0.05 · #37 in Headspace's list, not in Calm's top 50
Healthcare NGO, NGO
Gap 0.04 · #47 in Headspace's list, not in Calm's top 50
Dining
Gap 0.03 · #47 in Calm's list, not in Headspace's top 50
News & Politics, Business
Gap 0.03 · #46 in Calm's list, not in Headspace's top 50
Humanitarian NGO, NGO
Gap 0.05 · #39 in Calm's list, not in Headspace's top 50
Booking Platform, Travel
Gap 0.05 · #44 in Calm's list, not in Headspace's top 50
Humanitarian NGO, NGO
Gap 0.04 · #49 in Calm's list, not in Headspace's top 50
Measured, and set aside from the columns: they share a category with Calm or Headspace.
Healthcare App, Mobile App
Gap 0.06 · #13 in Headspace's list, not in Calm's top 50
Healthcare App, Software
Gap 0.05 · #5 in Headspace's list, not in Calm's top 50