Category: Video Blog
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| Video Blog | Neurocognitive – System 1 Metrics
Ever wondered what truly drives consumer engagement with an Ad or a Brand? At MSW Research, we’ve cracked the code by monitoring people’s brain activity, vision, and skin. Here’s a glimpse into our methodology: 🔍 Motivation: We assess the desire to approach or avoid material. 🧠 Efficiency: We assess cognitive workload to ensure that your…
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| Video Blog | Ad Wearout is Real
In advertising, understanding the dynamics of wear in and wear out is crucial. As media investment behind a brand asset increases, so does recognition and brand association. However, over time, preferences may decline—a phenomenon known as wear out. In a recent case study, we observed a doubling in brand recognition from initial exposure to 24%.…
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| Video Blog | APM (Ad Performance Monitor) Dashboard
In today’s hyper-competitive market, understanding the impact of your advertising is paramount. That’s where MSW Research’s Advertising Performance Monitor (APM) steps in. In the realm of advertising effectiveness, MSW’s Advertising Performance Monitor (APM) stands out with its comprehensive dashboard. This tool offers a holistic view of your ad campaigns, covering key metrics like Brand Lift,…
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| Video Blog | Pathway to Ad Effect Measurement
Effective ad measurement? It’s all about recognizing the right elements. At MSW Research, we’ve got a technique that fits any media type – TV, online video, radio, you name it. We assess recognition and likability, tapping into buzz and social mentions. But, it’s not just about visibility; we gauge brand linkage and message takeaway too.…
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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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TouchPoint℠ – Creative Assessment
At MSW Research, we’re committed to elevating your brand’s creative impact. One of our flagship offerings, TouchPoint℠, stands out as the most predictive and validated solution available in the industry. Endorsed by Quirk’s Media, our TouchPoint℠ system has been rigorously validated against actual business results, setting the standard for advertising measurement. TouchPoint℠ provides invaluable insights…
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| Video Blog | MSW Sifter℠, early-stage message and value proposition test
The key to successful advertising lies in a strong value proposition. At MSW Research, we understand the critical role that a robust value proposition plays in shaping effective campaigns. Our MSW Sifter℠ methodology offers an early-stage message and value proposition test, allowing brands to identify the right foundation for their advertising endeavors. Through extensive research…
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| Video Blog | Emotional Evaluation of Ads: Case Study
Advertising isn’t just about selling a product—it’s about shaping perceptions and emotions. In our recent analysis of fast food advertising, we delved into the subtle shifts in brand perceptions brought about by ad campaigns. Take McDonald’s, for instance—the epitome of convenience and affordability. Through strategic campaigns, it’s now positioning itself as a brand that friends…
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| Video Blog | Impact of Ads: Case Study
Advertising isn’t one-size-fits-all—it’s about understanding your audience and tailoring your message accordingly. In our recent case study on fast food advertising, we delved into the complexities of brand relationships and how ads impact consumer behavior. What did we uncover? Wendy’s and Sonic successfully draw in various user groups, enhancing loyalty and re-engaging lapsed users. Meanwhile,…
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| Video Blog | Background Position: Case Study
Advertising for established brands serves a crucial purpose: reinforcing brand position, enhancing saliency, and strengthening loyalty. But what if you could do more than just remind people you exist? What if you could nudge perceptions and drive real change in brand preference? Enter landscape advertising—a powerful technique designed to navigate the competitive landscape. At MSW…