Understanding Entity Status and 'Not Found'

 Overview

When you build a Demand Report, every entity in your basket gets a status the moment Demand checks it against the database. The status panel on the right side of the Define Report screen is your launch checklist, it tells you which entities are ready to be analysed, which are duplicates, which exceed the cap, and which haven't been added to the database yet.

The Four Atatuses

Each entity row in your basket carries a colour-coded status. The Entity Status panel on the right shows the running tally — how many entries are in each state, and how many entities you've added in total.

The entity exists in the Demand Intelligence database and will be included in the report. Most entries in a typical basket should land here.

The same entity has been added more than once, either because you pasted a list with repeats, or because two different lines resolved to the same database entry.

Duplicates don't double-count. At report creation time, Demand only uses one. The grey status is purely informational, so you can clean the list if you want a tidier definition — but you're not paying twice for the entity and the report isn't getting skewed.

A Demand Report can hold up to 1,000 entities. If you paste a list longer than that, every entry beyond the cap is flagged red. The intent is to make the overflow visible at a glance, so you can spot it, review which entries should stay and which should go, and trim the list before launching.

The entity isn't in the database yet. It can be a niche brand, a recently launched IP, a less-known public figure, or — sometimes — a typo or an ambiguous name that Demand couldn't resolve. Not Found is not a dead end: it's the entry point to the request flow described in the next section.

The Status Panel: Your Launch Checklist

Before clicking Launch report, the status panel should read like a clean checklist:

• No red: The basket is under the 1,000-entity cap.
• No unresolved yellows: Either every Not Found entity has been requested (and you've decided whether to wait), or you've removed them from the basket.
• Greys are intentional: Duplicates aren't a bug — but if any are accidental, you can clean them up so the saved definition is tidy.
• Totals match what you expected: The number of valid entities is the basket size that will be analysed, and the number Demand will charge to your entity allowance.

 Requesting a Not Found entity

When an entity comes back as Not Found, Demand gives you a way to ask the team to add it. The flow is straightforward:

• Open the request screen. With at least one Not Found entity in the basket, click Request entities not found. A new screen lists each missing entity with a Comment field next to it.
• Add context where it helps. The comment is optional, but strongly recommended in two cases — niche entities the team may not recognise, and generic-sounding names where context disambiguates the intent. For example, if you typed "Apple" and meant the band rather than the company, say so in the comment.
• Send the request. Hit Send entities and Demand confirms the submission. The request goes to the team that maintains the database.

 What happens after you submit

A few things to understand about the request flow, because they catch people out:

• Up to three working days. Adding a new entity to the database takes up to three working days from the time of the request. You'll get an email notification when the entity (or entities) become available.
• Not added automatically to your report. The email confirms the entity is now available in Demand — but the report you were working on does not update on its own. You'll need to come back, open the report definition, add the entity, and re-launch.
• Recommendation: Wait if you can. A Demand Report is fundamentally a comparison. Launching without a requested entity means it won't be in the ranking, and the comparison is incomplete. Three working days is short relative to the value of having the full basket included.
• Under deadline? If waiting isn't an option, you can launch the report without the requested entity. The choice is yours, Demand won't block you.