Reference

Momentum signals

Momentum is the rate of change in demand, not its absolute size. A small market can have explosive momentum; a large one can stall. FANALY groups markets into six bands so you can act on direction, not noise.

Explosive growth

Momentum > +20%

Demand is accelerating well above baseline. Search, ticket and social signals reinforce each other.

Example: Malmö +22% — a tour announcement triggered a sharp lift across all signal sources.

Growing momentum

+5% to +20%

Healthy upward trend with consistent signal across sources. Good window to scale supply.

Example: Umeå +18% — steady demand build week over week.

Stable market

−5% to +5%

Demand is flat. No meaningful change — keep current pricing and inventory.

Example: Stockholm +2% — high baseline, no inflection.

Uncertain signal

Mixed sources

Sources disagree or volume is too low for confidence. Wait for the signal to resolve.

Example: Jönköping — search up, ticket scans down.

Weakening

−5% to −15%

Demand is softening. Watch for a sustained drop before reducing exposure.

Example: Sundsvall −13% — interest cooling after peak.

Declining

Momentum < −15%

Sustained decline. Reduce exposure, reprice, or shift supply to a heating market.

Example: Used as a trigger to pause marketing spend.

Signal strength (0–100) reflects the volume and consistency of underlying data. Treat low-strength signals as directional only.