Mindblown: a blog about philosophy.
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Leveraging MSW’s Creative Effectiveness Score
Since the 1960s, MSW Research has been a leader in evaluating advertising across various media. Today, we’ve harnessed that experience in an #AI tool that delivers a Creative Effectiveness Score predictive of sales. ► MSW Research’s Creative Effectiveness Score metric evaluates ads on 150 creative elements proven to drive brand preference, offering insights across…
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Pet Care Ads: PURRfect or ARFul?
Pet care ads have one advantage over ads from other categories: they have pets in them. Most people find animals to be at least somewhat charming, and pet owners tend to be ga-ga for the fur babies. So, one would hope that ads for pet food purveyors have at least a decent chance of attracting…
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Number 4: Tracking – Brand Advantage Tracking™
“What’s structurally different about your tracker?” Most trackers measure brand health. Fewer are structured to guide growth decisions. Brand Advantage Tracking integrates brand health and brand equity in a single design. You see how the brand is performing and why, in one connected system. It is anchored on Brand Preference as a lead indicator of…
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MSW Research Clarifies Data Privacy, AI Use, Training and Non-Use of Synthetic Data for Creative Gauge AI™
FOR IMMEDIATE RELEASE MSW Research today reaffirmed its commitment to client data privacy, clarifying how its Creative Gauge AI platform is trained, what data it does and does not use as well as non-use of any synthetic data. As concerns grow across the research and advertising industries about the use of client data to train…
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Number 1: Corporate
“What’s different about MSW?”: Most research firms are good at explaining what happened. Fewer are built to predict what will happen next. At MSW, everything we do is anchored to one outcome-linked metric: 𝗕𝗿𝗮𝗻𝗱𝗣𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲. Not awareness in isolation. Not clicks. Not engagement rates. Brand Preference as a leading indicator of share and revenue. That focus…
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Number 2: Strategy – Growth Navigator™
“What does Growth Navigator deliver that others don’t?” Most strategy work produces driver charts. They look rigorous. They are statistically sound. And they often leave teams debating which lever to pull. Growth Navigator is built to answer a different question: If you move this lever, how much growth do you actually unlock? It quantifies which…
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Number 3: Creative – Creative Gauge AI™
“What makes it different from other AI or pre-testing tools?” There is a lot of AI in creative testing right now. Much of it predicts attention. Or recall. Or platform engagement. Creative Gauge AI is built to predict brand growth. It evaluates the actual content of the ad. Brand Messaging. Emotional Connection. Brand Linkage. Advertising…
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MSW Research Introduces Unlimited Creative Testing Pricing Model for Creative Gauge AI™
FOR IMMEDIATE RELEASE MSW Research Introduces Unlimited Creative Testing Pricing Model for Creative Gauge AI™ Woodbury, NY – February 20, 2026 – MSW Research today announced a new pricing model for its Creative Gauge AI™ platform: Unlimited Creative Testing. One Price. All Your Assets. Creative Gauge AI™ is MSW’s AI-powered creative evaluation system, already used…
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Super Bowl Ads: The Good, the Bad and the AI
Another Super Bowl is behind us, and now it’s time to discuss what really matters, how were the ads? As usual, pundits and rating systems have weighed in on the best and worst, occasionally even agreeing. One theme, however, stands out: AI played a prominent role this year. Whether through ads for AI platforms, AI-enhanced…
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Olympics & Brand Management
Managing a brand is a lot like competing in the Olympics. No athlete stands on the podium alone. Behind every medal is a team of coaches, trainers, analysts, and sponsors who’ve spent years preparing so everything comes together in one critical moment. Brands work the same way. Marketing, insights, finance, product, sales, and leadership all…
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Unlimited Creative Testing – Empowers and Informs at Scale
Testing shouldn’t be a final checkpoint. It should shape the work while it’s being built. Too often, creative testing shows up late. After ideas are locked. After budgets are committed. After teams have already moved on. At that point, testing can only validate decisions. It can’t improve them. That’s the shift we’re focused on with…
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