#1 moment for ‘바나나우유’: "아이에게 간단한 간식을 주고 싶을 때" 56%

01At a glance

22,727

Monthly situation search volume

2

CEPs

2

Unclaimed situations

56.0%

Largest CEP share · 아이에게 간단한 간식을 주고 싶을

Start here

1아이에게 간단한 간식을 주고 싶을 때Unclaimed situation volume 12,739No brand shows up in this big situation yet → plant content & ads on its search terms first
2스트레스를 달달한 음료로 해소하고 싶을 때Unclaimed situation volume 9,988No brand shows up in this big situation yet → plant content & ads on its search terms first

Unclaimed situation = a CEP where no brand was detected in its journeys or SERPs · Unclaimed situation volume = situation volume × (1 − brand fit). Situation volume is a proxy for how often the moment happens, not the volume of category-name searches

02Decision summary

what to do first

Priority	Entry situation (CEP)	Power	Unclaimed situation volume	Brand competition	Next action
1	아이에게 간단한 간식을 주고 싶을 때	56.0%	12,739	brands not measured	No brand shows up in this big situation yet → plant content & ads on its search terms first evidence weak
2	스트레스를 달달한 음료로 해소하고 싶을 때	44.0%	9,988	brands not measured	No brand shows up in this big situation yet → plant content & ads on its search terms first evidence weak

Click a column header to sort by it · click a CEP name to jump to its detail card

Power = this situation's share of all CEP situation searches (bigger = wider door in) · Brand competition = whether brands show up in this situation's journeys/SERPs · Evidence = strength of the supporting search evidence (strong/medium/weak)

03CEP occurrence over timederived

when it grew and when it fell

Total entry demand (all CEPs)YoY (12M)-24%Last 3M YoY-28%Peak–48 months · CEP 2decliningnon-seasonal

Click a row to switch the chart above to that CEP. Click the same row again, or the top row, to return to the total.

CEP	YoY (12M)	Last 3M YoY	Peak		queries
Total entry demand (all CEPs)	-24%	-28%	–	decliningnon-seasonal
아이 간식↗	-11%	-20%	–	stablenon-seasonal	3/3
스트레스 해소 음료↗	-36%	-35%	–	decliningnon-seasonal	3/3

Peak calendar: CEP × calendar-month index

	1	2	3	4	5	6	7	8	9	10	11	12
아이 간식	1.0	0.9	1.2	1.1	1.0	1.0	1.0	0.9	1.0	1.0	1.0	0.9
스트레스 해소 음료	0.9	0.9	1.1	1.1	1.1	1.0	0.9	0.9	1.1	1.1	1.1	0.9

Cell = that month's average volume ÷ overall monthly average (1.0 = average). Bold = peak month.

Monthly search volume per situation over 48 measured months: when and how often each situation occurs. Combined with survey data, it shows both the size of a situation and how it changes.

Rule: growing/declining = trailing 12-month sum vs the prior 12 months ±20% or more / peak month = calendar-month index ≥1.30 / seasonal = max ÷ min month index ≥1.8. Monthly values are measured monthly search volumes [measured]; CEP series are sums over measured measured queries [derived]. Unlike survey CEP power (share of respondents), this frequency is search occurrence.

04Competitive structurederived

fixed leaders, contested and open situations

fixed leader (0)

–

contested (0)

–

dispersed (0)

–

open (2)

아이 간식 56.0% unmeasured
스트레스 해소 음료 44.0% unmeasured

Open has two kinds: measured with no brand mentions is a claim candidate; unmeasured needs a deep run or survey before claiming. · Contested = gap between #1 and #2 ≤10pt · dispersed = leader share <35% · HHI = sum of squared shares. Core CEPs (power ≥ median) are filled, others faded. Unmeasured are dashed (unknown, not empty).

05CEP power

each situation's share of all situation searches

total 2 CEP · [derived] power = the CEP's search volume ÷ total volume of all CEPs

06Brand × entry situation

claimed vs. open (all CEPs)

Brand links measured for 0 of 2 entry situations · the other 2 are graded as opportunities. Small k/m in a cell = brand-mention sample (small m = low confidence).

	Brand link
아이 간식56.0%	Big land-grab: large unclaimed situation 56.0% · mo. 12,739
스트레스 해소 음료44.0%	Big land-grab: large unclaimed situation 44.0% · mo. 9,988

[derived] · colored cell = measured share (k/m sample) · green/amber row = land-grab opportunity (no brand linked, by situation size) · gray row = small · "·" = not queried (no data ≠ 0)

Discovered category brands (unlinked): 가나디, 빙그레, 덴마크, 매일유업, 서울우유, 상하목장, 푸르밀, 칸타타, 미노스, 이도온화

Brand counting basis: direct brand-name mentions (no product-name mapping).

07Category link rate on search pathsderived

does the situation lead to the category next

아이 간식 56.0% category-growth candidatelink rate 0% · low · 0/19 paths

스트레스 해소 음료 44.0%link rate 0% · low · 0/140 paths

Link rate = share of search paths through this situation whose later queries contain a category term (바나나우유) [derived]. low <20% · high ≥50%. Power ≥ median and low = category-growth candidate (the situation is big but the category is not chosen yet). Only journeys starting from the situation term are used; the category-anchor journey is excluded (linked by construction). CEPs whose own queries already contain the category term are skipped.

08W-axis mixassumption

where this map's situations cluster

Why · purpose/benefit2 CEPs · power sum 100%

Who · for whom0 CEPs · power sum 0%

When · timing/trigger0 CEPs · power sum 0%

Where · place0 CEPs · power sum 0%

While · doing what0 CEPs · power sum 0%

With whom0 CEPs · power sum 0%

Feeling · mood0 CEPs · power sum 0%

BEP (benefit entry points): 0 / 2

Empty axes: Who · for whom, When · timing/trigger, Where · place, While · doing what, With whom, Feeling · mood. This is where a candidate list may be trapped in the designer's hypotheses; add entry-situation candidates on these axes in the next run's review step.

The W-axis shows the angle each CEP arises from (why, for whom, when, where, while doing what, with whom, feeling) [assumption]; when scene-7W evidence exists, the most populated axis is used [derived]. BEP = entries where the desired outcome comes first, like why or feeling.

09Searcher profilemeasured

age and gender by situation

	13-19	20-24	25-29	30s	40s	50+	Gender split
아이 간식	1	3	11	35	35	15	F 78%
스트레스 해소 음료	13	11	13	22	22	18	F 68%

lowhighEach cell is that age band's share (%) of the CEP's searchers

10Audience in the query

Who it is for

Only searches that name an audience (the recipient, companion or user) are counted, and their monthly volume summed. It reads who people search for, and with whom, straight from the queries.

Audience	Top queries	CEP	Monthly volume
Kids 아이	아이 간식	아이에게 간단한 간식을 주고 싶을 때	2,803
Pets 강아지	강아지 바나나우유		87
Babies 아기	아기 바나나우유		82

Measured queries × fixed lexicon classification [derived]. A query naming two audiences counts in both.

11Evidence grade

What the qualitative attributes rest on

Nano intents, KBFs, constraints, avoidances, thresholds and reasons to believe carry one of four labels. Measured means the condition exists as real search queries with measured monthly volume. Consensus means Google's SERP and AI Overview state the same thing across several queries. A SERP is ranked and summarized from the click feedback of the people who searched that query, so content that repeats across queries and independent sources is read as what that society agrees on about the topic.

measured 100%

measured1 · exists as search queries, monthly volume measured

consensus0 · repeated in SERP/AIO of 2+ queries (or 3 independent sources)

derived0 · found in a single SERP sentence

assumption0 · interpretation without direct evidence

Based on the 1 qualitative attributes in this report; each counts once, at its strongest evidence.

Conditions with measured search demand measured

Condition	CEP	Top queries	Monthly volume	Trend
Nano intent바나나우유 건강 및 영양 정보 확인	아이에게 간단한 간식을 주고 싶을 때	바나나우유 칼로리 · 바나나우유 무가당	1,712	↓-28%

Sum of monthly volume of measured queries that state the attribute's condition: queries containing its key terms verbatim, or queries that say the condition in other words (condition word checked, passed a separate review). Attributes hitting the same query set are merged. Trend uses 48 months of monthly volume (last 12 vs prior 12 months).

12Search data used in this report

A CEP is a situation that many search signals point to together, not a single keyword. This shows how much related-search, search-path, search-cluster, SERP text, PAA and AI Overview data was collected, and which of it served as evidence for each CEP's scene (when, where, why, with whom) and its nano context, KBF, constraints and avoidances.

Data	Collected	Used as CEP evidence
Related searches	250	in the dossiers of 0/2 CEPs
Search paths	604 paths (incl. 0 deep-measurement paths)	in the dossiers of 0/2 CEPs
Search clusters	0 clusters · 0 queries	in the dossiers of 0/2 CEPs
SERPs (Google results)	0	in the dossiers of 0/2 CEPs
AI Overview	0	in the dossiers of 0/2 CEPs
PAA (People also ask)	0	–

Where each CEP showed up

CEPs surface in different places depending on the topic and situation: some in search paths, some in clusters or related searches, some in AIO and PAA. Left: share of the CEP's measured query volume found in each source (discovery). Right: how often each source was cited for the scene 7W and attributes. 'none' means that source never reached this CEP.

CEP	Discovery (volume share)						Cited as evidence (count)
CEP	related searches	search paths	search clusters	AIO	PAA	mined from paths/clusters/AIO	CEP queries	search paths	search clusters	related searches	AIO	PAA	top results
아이에게 간단한 간식을 주고 싶을 때	–	61%	–	–	–	–	·	·	·	·	·	·	·
스트레스를 달달한 음료로 해소하고 싶을 때	–	100%	–	–	–	–	·	·	·	·	·	·	·

13CEP detail cards

CEP 1purpose CEP

아이에게 간단한 간식을 주고 싶을 때

Macroexplicit CEP

power 56.0% derived · avg monthly volume 12,739 · trend (3M) -14%

W-axis Whystructure open YoY (12M) -11%stablenon-seasonalcategory link 0%

The situationassumption

아이에게 간식을 줄 때가 있습니다. 이때 아이에게 간단한 간식을 주고 싶거나, 건강한 간식을 찾게 됩니다. 사람들은 '아이 간식'이나 '간단한 간식'을 검색하며, 세부 건강 및 영양 정보를 확인하기도 합니다.

Next actionNo brand shows up in this big situation yet → plant content & ads on its search terms first evidence weak

Investment priority derived

Investment candidate #1Unclaimed situation volume up to 12,739/mo

Market size 100 · Brand fit – · Provability 17(evidence thin), highest-priority investment on this 3-axis combination

Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data

Scenes: micro-CEPs within this situation

아이에게 간단한 간식을 주고 싶을 때 assumption 4,953 · 39% derived

아이에게 건강한 간식을 찾을 때 assumption 7,786 · 61% derived

Scene names are [assumption] bonded to quoted evidence · volume is the measured sum of scene-attributed queries [derived] · evidence-less scenes are discarded by code

Search journey: just before and after derived

Adjacent transitions aggregated from 19 measured paths; an aggregate graph flow, not one person's timeline

Message angle assumption

Core message“아이에게 간단하고 맛있는 간식을 주고 싶을 때.”

Content ideas바쁜 엄마를 위한 뚝딱 간식 레시피 · 우리 아이가 좋아하는 간편 간식 BEST 3 · 아이와 함께하는 즐거운 간식 시간

간편한즐거운사랑스러운실용적인

Synthesized from KBF, reasons to believe, emotion & style, and the 6W1H scene

Show 5 evidence blocksHide evidence

Evidence queries measured

건강 간식 7,786measured아이 간식 2,803measured간단한 간식 2,150measured

Nano intents (fine context)

바나나우유 건강 및 영양 정보 확인 ‹search '바나나우유 칼로리' +1 · 1,712/mo›measuredIKG

Context (7W)

why: 아이에게 간식을 주기 위해 assumptionwhen: 아이에게 간식을 줄 때 assumptionwith whom: 아이 assumptionwith what: 간단한 간식 assumption

Selection axes (market · fit · provability)

Market size100

Brand fit–

Provability17

Searcher profile

Appendix: AI search exposure

AI tracking questions assumption

1“아이에게 간단한 간식을 주고 싶어요. 어떤 게 좋을까요?”existing prompt

2“아이에게 건강한 간식을 추천해 주세요.”

3“아이에게 줄 수 있는 간단한 간식이 필요해요.”

4“아이에게 간단한 간식을 주고 싶을 때 어떤 걸 선택해야 할까요?”

Questions this situation's consumers may ask an AI; used to track AI-response exposure

Reference block needed only when managing AI (AI Overview / chatbot) exposure. The blocks above cover situation understanding and marketing decisions.

CEP 2purpose CEP

스트레스를 달달한 음료로 해소하고 싶을 때

Macroexplicit CEP

power 44.0% derived · avg monthly volume 9,988 · trend (3M) -14%

W-axis Whystructure open YoY (12M) -36%decliningnon-seasonalcategory link 0%

The situationassumption

일상에서 스트레스를 받을 때가 있습니다. 이때 스트레스 해소를 위해 달달한 음료를 찾게 됩니다. 사람들은 스트레스 해소법을 검색하며, 달달한 음료로 스트레스를 해소하고 싶어 합니다.

Next actionNo brand shows up in this big situation yet → plant content & ads on its search terms first evidence weak

Investment priority derived

Investment candidate #2Unclaimed situation volume up to 9,988/mo

Market size 78 · Brand fit – · Provability 0(evidence thin), highest-priority investment on this 3-axis combination

Combines the 3 selection axes + power/volume via a fixed rule; a new calculation only, no new data

Scenes: micro-CEPs within this situation

스트레스를 달달한 음료로 해소하고 싶을 때 assumption 130 · 1% derived

스트레스 해소를 위해 달달한 음료를 찾을 때 assumption 9,858 · 99% derived

Scene names are [assumption] bonded to quoted evidence · volume is the measured sum of scene-attributed queries [derived] · evidence-less scenes are discarded by code

Search journey: just before and after derived

Adjacent transitions aggregated from 140 measured paths; an aggregate graph flow, not one person's timeline

Message angle assumption

Core message“스트레스 받을 때, 달콤한 음료로 기분 전환이 필요할 때.”

Content ideas지친 하루, 나를 위한 달콤한 위로 한 잔 챌린지 · 스트레스 상황별 맞춤 달콤 음료 처방전 · ASMR: 달콤한 음료 한 모금으로 스트레스 녹이기

위로달콤한편안한기분 전환

Synthesized from KBF, reasons to believe, emotion & style, and the 6W1H scene

Show 4 evidence blocksHide evidence

Evidence queries measured

스트레스 해소법 9,756measured스트레스 해소법 100가지 130measured스트레스 해소 취미 102measured

Context (7W)

why: 스트레스 해소 assumptionwhen: 스트레스 받을 때 assumptionwith what: 달달한 음료 assumptionfeeling: 스트레스 해소 assumption

Selection axes (market · fit · provability)

Market size78

Brand fit–

Provability0

Searcher profile

Appendix: AI search exposure

AI tracking questions assumption

1“스트레스를 받을 때 달달한 음료로 해소할 수 있는 방법이 있을까요?”existing prompt

2“스트레스 해소를 위해 달달한 음료를 추천해 주세요.”

3“스트레스를 달달한 음료로 해소하고 싶어요. 어떤 음료가 좋을까요?”

4“스트레스 받을 때 마실 수 있는 달달한 음료가 필요해요.”

Questions this situation's consumers may ask an AI; used to track AI-response exposure

Reference block needed only when managing AI (AI Overview / chatbot) exposure. The blocks above cover situation understanding and marketing decisions.

14Brand summary

behavioral MMS proxy · width×depth

	MMS proxy [derived]	branded volume [measured]	depth (avg rank)
가나디	–	169,170	–
빙그레	–	75,733	–
덴마크	–	70,276	–
매일유업IKG	–	63,400	–
서울우유	–	45,386	–
상하목장	–	24,773	–
푸르밀	–	15,186	–
칸타타	–	9,446	–
미노스	–	2,590	–
이도온화	–	2,490	–

15Limits

what this map does not say

Any brand share / response-priority judgment ("how a brand is doing") holds only where brand linkage was actually measured for that CEP; check the measured ratio in Evidence readiness just below. Where many CEPs are unmeasured, treat brand-related conclusions as provisional.
Search reflects familiarity and purchase-consideration more strongly than unaided recall; in person-level validation, recognition alone drove search only 1.22x (near-negligible), while familiarity/consideration were clearly larger, reaching 7.0x (smartphones) / 5.3x (autos) when all 5 positive brand attitudes were held (Dotson et al., Google). This correlation is confounded by brand size (bigger brands move on many metrics at once), and validation was done at brand-total level.
Existing/habitual buyers don't disappear from search; the same study found brand owners searched their brand 2.5-3.5x more than non-owners (Dotson et al., Google). But much of that is non-need-expressing (brand-name/navigational/support queries), so this map's need-type CEP distribution skews toward new-entry/switch-consideration demand.
Brand share is relative within the measured set; an unqueried brand x CEP pair is [no data], not zero.
Paths are aggregate graph flow, not one person's timeline; "transition" is a modeled statistic.
CEP power's denominator is classified queries, not people; it isn't directly comparable to survey-based CEP power (denominator = people); the same person's 10 queries count as 10 votes on this map.
Queries that pick by naming a brand/origin are closer to a search mode than a situation, and differ in kind from other CEPs - they're bucketed separately to avoid contaminating need-type CEPs, so when counting "number of entry situations," we recommend excluding this item and the unclassified long tail.
Before decisions like budget/resource allocation, we recommend pairing this with survey-based recall measurement (person-level CEP power / share of mind).
The code discarded 38 AI-suggested item(s) lacking evidence (evidence is enforced).
Of 1 qualitative attributes: 1 measured (100%), 0 consensus (0%), 0 derived, 0 assumption. Measured means the condition exists as search queries, not that it drives purchase. Consensus is the social common sense Google has organized, not a fact check.

Evidence readiness: partial · 2 of 2 CEPs have measured search queries, brand linkage measured for 0; the rest need the co-query matrix / trigger expansion (deep run)

16Reproducibility

Search volume lookup 9 · Search paths 3 · Related searches 1 · AI synthesis 1

Data retrieval detail

Connector calls	Parameters	Credits spent
Related searches	바나나우유 +3 / kr / limit 250	620
Search paths	바나나우유 / kr / limit 300	0
Search volume lookup	12 / kr	12
Search volume lookup	9 / kr	9
Search volume lookup	18 / kr	0
Search paths	간식 / kr / limit 200	0
Search paths	스트레스 해소 / kr / limit 200	4050
Search volume lookup	265 / kr	265
Search volume lookup	4 / kr	4
Search volume lookup	80 / kr	0
Search volume lookup	11 / kr	0
Search volume lookup	2 / kr / all	20
Search volume lookup	3 / kr	3
AI synthesis	gemini-2.5-flash (S0 grounded + S3 synthesis)	0

Credits spent: 4983 [measured]

Reused IKG graph: topic '바나나우유' · readiness: ready · 4-day-old snapshot · adopted 1 entry situations / 1 attributes · 0 credits IKG

CEP Finder 2.1 run; input "바나나우유", depth=quick
Volume is the trailing 3-month average monthly searches [measured]. Power's denominator is the set of queries classified into CEPs.
Brand share uses one method per CEP: brand appearance in search paths, measured brand co-searches, or brand mentions in the situation's search results and AI Overviews; never blended.
A CEP is a unit of "situation/scene," not "person"; from a penetration angle: more entry situations means a wider door for non-customers and light users.
Irrelevance screening: quarantined 1 homonym/other-market keyword(s) from the collection net (e.g. 바나나 주스 만들기)
Reused a stored IKG (Intent Knowledge Graph) graph: topic '바나나우유', readiness: ready, 4-day-old snapshot, run cf68786bca90 (0 credits). 1 entry-situation and 1 attribute proposals were adopted only after passing this run's measurement and evidence checks (49 dropped); adopted items carry an IKG source tag in the report
2 CEP(s) with unmeasured brand linkage; can be expanded via a deep run