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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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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Growth Navigator
Most insights leaders don’t struggle with data. They struggle with direction. You can deliver rigorous tracking, sharp diagnostics, and statistically sound readouts. And then the meeting ends with the same question: “So what should we do next?” That’s where things often break down. Most brand and tracking systems are excellent at explaining what happened and…
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Creative Gauge
“I like the creative. But will it work?” That’s the question every insight leader and CMO is trying to answer. And it usually gets answered too late. Most creative testing happens after the work is done. After decisions are locked. After budgets are committed. At that point, testing is a checkpoint, not a tool for…
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Brand Advantage
Most brand tracking does a good job of telling you what moved. It doesn’t do a good job of telling you what to do next. That’s the gap we built Brand Advantage Tracking™ to solve. Too many tracking programs turn into reporting exercises. Scores go up or down. Charts get updated. Teams debate whether a…
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Benefits of Working with a Boutique Research Firm
When you’re done paying for overhead and silos, here’s what boutique 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 delivers. ✔️ 𝗗𝗶𝗿𝗲𝗰𝘁 𝗦𝗲𝗻𝗶𝗼𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 – You work with the decision-makers, not a rotation of juniors. ✔️ 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆-𝗖𝗮𝗹𝗶𝗯𝗿𝗮𝘁𝗲𝗱 𝗖𝗮𝗱𝗲𝗻𝗰𝗲 – Research frequency is aligned to consumer buying cycles and marketing decision points, helping you avoid unnecessary cost 𝘢𝘯𝘥 noise. ✔️ 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝗣𝗿𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻𝘀 –…
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MSW Research Joins the Insights Association
FOR IMMEDIATE RELEASE MSW Research Joins the Insights Association Westbury, NY MSW Research announced today that it has joined the Insights Association, the leading professional organization representing the U.S. market research, insights, and data analytics industry. Founded in 1968, MSW Research has spent more than five decades helping organizations make better decisions through rigorous research,…
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Why Translation Matters in Brand Research
Multilingual markets can expose hidden flaws in your tracking. Are 𝘺𝘰𝘶 checking for them? We’ve taken over brand trackers from some of the biggest research firms in the world, and what we’ve found 𝘪𝘴𝘯’𝘵 pretty. One client ran a multilingual tracker for three years without realizing their response scale was reversed in one of the…
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