Category: Brand Preference / Brand Persuasion
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Brand Health, Equity, or Ad Tracking? Get Clarity.
The first step in designing a tracking study is to identify what your goal is and what you want to do with it. Do you need a Brand Equity, Brand Health or Advertising Tracker? Or some combination? So let’s first define each… Some researchers lump Brand Equity and Brand Health into the same bucket but…
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| Video Blog | Focused Brand Strategy: Closing the Market Gap
Forget what you think you know about market dominance. In 2023, MSW Research looked at consumer behavior for 4 popular fast-food chains. Our findings revealed that McDonald’s commands an impressive 11% positive market gap. 🍔 But where do these customers even come from? People who prefer other fast-food brands but can’t get to them. Take…
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| Chart of The Week | Wireless Phone Service: Change in Brand Preference & Subscriber Count Gain/Loss
The MSW TBSM tracking service measures Brand Preference as one component of the survey. Wireless Phone Service category, changes in Brand Preference levels between March 2023 and March 2024 were computed for individual brands. Our Chart of the Week displays these results for the three top players in the U.S. Wireless Phone Service market: AT&T,…
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Why Purchase Intent is an awful question and what you should use instead
Using purchase intent as a decision metric in advertising research? Terrible idea. Here’s why: 1️⃣ It’s not predictive of sales. MSW’s Brand Preference correlates to sales at 0.87, rising to 0.92 with price and availability factored in. 2️⃣ Purchase intent asks the wrong question. MSW’s brand preference forces consumers to make a choice, reflecting true…
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| Chart of The Week | Automobile Insurance: Change in Brand Preference and Share 2021 vs 2023
The MSW TBSM tracking service measures brand preference as one component of the survey. Using TBSM Auto Insurance category data, changes in brand preference results between 2021 and 2023 were computed for individual brands. Our Chart of the Week displays these results for the three top players in the US Auto Insurance market: State Farm,…
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| Video Blog | Strategic Branding for Margin Growth
In the realm of successful brands, one thing stands out: distinctive brand assets. Whether it’s a memorable color, logo, design, or jingle, these cues aid in memory encoding and signal availability. Yet, the true value of these assets lies in the eyes of consumers. They expect a return on their investment in terms of time,…
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| Video Blog | Importance of Retention and Brand Loyalty
In the world of brands, loyalty reigns supreme. Yet, the truth is, most consumers aren’t loyal to any single brand. At MSW Research, we delve beyond behavioral loyalty, focusing on attitudinal loyalty—the kind that makes a brand their top choice, their go-to. Our research reveals a stark reality: only half of all customers feel loyal…
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| Video Blog | The Impact of Brand Preference on Consumers
Brand Preference has a significant influence over consumer behavior. Understanding consumer behavior is key to unlocking brand success. At the heart of this understanding lies Brand Preference—a powerful force that shapes consumer decisions and drives brand growth. Here’s why Brand Preference stands out as a leading metric in brand marketing: 1️⃣ Brand Preference leads to…
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| Video Blog | Why Brand Preference Stands Out
There’s no denying it—Brand Preference stands tall among the metrics in brand marketing. But what sets it apart? Quirk’s Media, a leading publication in market research, has underscored MSW’s validation to real business results, a testament to our commitment to precision in advertising measurement. Marketing-Accountability-Standards-Board praises Touchpoint, our copy-testing system, for its unmatched ability to predict…
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| Video Blog | The Power of Brand Preference in Driving Sales
MSW Research‘s Predictive Brand Framework integrates proven metrics and diagnostic measures, guiding brands across the development cycle – from inception to tracking feedback. Brand Preference, a consistent measure throughout, boasts a remarkable correlation to sales and market share. This correlation fuels accurate forecasts, like our customer acquisition predictions, painting a precise picture of market movement.…