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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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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What is AIDA?
Your brand funnel probably skips the 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 part. Too many brand trackers are built around outdated models like 𝗔𝗜𝗗𝗔, which stands for awareness, interest, desire, and action. 𝗔𝗜𝗗𝗔 may have helped sell encyclopedias in the 1800s, but it doesn’t reflect how consumers 𝗯𝘂𝘆, 𝗲𝘃𝗮𝗹𝘂𝗮𝘁𝗲, and 𝗲𝗻𝗴𝗮𝗴𝗲 with brands today. 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗶𝘀𝗻’𝘁 𝘁𝗵𝗲 𝗳𝗶𝗻𝗶𝘀𝗵 𝗹𝗶𝗻𝗲.…
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Description vs. Prescription in Brand Tracking
If your brand tracker 𝘰𝘯𝘭𝘺 reports the past, it’s time to upgrade. Most tracking systems stop at diagnostics. They tell you where the brand is now, where it’s been, and why. 𝘏𝘦𝘭𝘱𝘧𝘶𝘭, 𝘣𝘶𝘵 𝘯𝘰𝘵 𝘦𝘯𝘰𝘶𝘨𝘩. 𝗔𝘁 𝗠𝗦𝗪, 𝘄𝗲 𝗺𝗼𝘃𝗲 𝗯𝗲𝘆𝗼𝗻𝗱 𝗱𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻. Our Brand Health Tracker is designed to predict what’s likely to happen next and…
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The Next Evolution of Brand Health Tracking
The next evolution of brand health tracking is to move tracking from simply monitoring 𝘸𝘩𝘢𝘵 𝘪𝘴 𝘩𝘢𝘱𝘱𝘦𝘯𝘪𝘯𝘨 to 𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝗻𝗴 𝘸𝘩𝘢𝘵 𝘸𝘪𝘭𝘭 𝘩𝘢𝘱𝘱𝘦𝘯. To do that, it also means eliminating the siloed approach to separate studies for brand valuation and brand health. 𝗧𝗵𝗲 𝗻𝗲𝘅𝘁 𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱 𝗵𝗲𝗮𝗹𝘁𝗵 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗺𝘂𝘀𝘁: ➡️ Integrate valuation and health to…
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The Direct Link Between Brand Health & Brand Value
The Direct Link between Brand Health & Brand Value Brand health isn’t 𝘫𝘶𝘴𝘵 a marketing KPI. 𝗜𝘁’𝘀 𝗮 𝗳𝗼𝗿𝘄𝗮𝗿𝗱-𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱 𝘃𝗮𝗹𝘂𝗲. At MSW, we treat brand health as more than perception. It’s a signal of what’s next. We capture the full picture by measuring both what people 𝘵𝘩𝘪𝘯𝘬 and what they 𝘥𝘰. That…
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