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 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 Too many brand trackers are built around outdated models like 𝗔𝗜𝗗𝗔, which stands for awareness, interest, desire, and action.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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Why Translation Matters in Brand Research
Why Translation Matters in Brand Research If language shapes perception, why is it an afterthought in so many trackers? Multilingual markets can expose hidden flaws in your tracking because translating attributes across languages and cultures 𝘪𝘴 a challenge. Unfortunately, many brand trackers are designed 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 reflecting the 𝘵𝘳𝘶𝘦 market size and cultural characteristics of language.…
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Why the Market is Changing
For decades, marketers have relied on the global research giants to track the health of their brands. They offered global infrastructure and promised comparability between markets; they provided the credibility that reassured multinational corporations. However, they had blind spots that have grown more costly over time. 𝗙𝗶𝗿𝘀𝘁, they were largely descriptive and backward‑looking, telling teams…
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What Brand Leaders Actually Need
𝗗𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱𝘀 𝗮𝗿𝗲𝗻’𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. Leadership teams want fewer dashboards and 𝗺𝗼𝗿𝗲 𝗴𝘂𝗶𝗱𝗮𝗻𝗰𝗲. The standard they apply to every investment decision should also apply to brand: 📊 Clarity on which levers move performance 📈 A line of sight from those levers to market share and revenue 📆 A practical cadence matched to real buying cycles They need…
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The Brand Advantage
CMOs don’t need more data. They need a system that shows what to do next. 𝗠𝗦𝗪 𝗕𝗿𝗮𝗻𝗱 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 centers on Preference, the share of consumer desire in a category, and connects that measure to current and future market share, revenue, 𝘢𝘯𝘥 enterprise value. It models the drivers of Preference (𝘙𝘦𝘭𝘦𝘷𝘢𝘯𝘤𝘦, 𝘋𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵𝘪𝘢𝘵𝘪𝘰𝘯, 𝘌𝘮𝘰𝘵𝘪𝘰𝘯𝘢𝘭 𝘈𝘥𝘷𝘰𝘤𝘢𝘤𝘺), quantifies perceptual…
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