Mindblown: a blog about philosophy.
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3 Keys to Balancing Technology With Traditional Qualitative Research
The use of technology and social media in qualitative research over the past few years has undoubtedly been a welcome addition to the researcher’s toolbox. Indeed, we’re a huge proponent and regularly incorporate such methods into our projects. However, it’s crucial to not let the buzz over technology and social media overshadow the need for solid research…
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Are illuminated User Generated Product Review Videos… The Ultimate Testimonial Format?
Not since the advent of the television ad in 1941 has the potential for new ad formats been so great. The emergence of digital platforms is enabling marketers to experiment with a number of new ad formats, each of which could revolutionize marketing as we know it. Throughout 2014 we will be highlighting the most…
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Engaging the Autopilot
At MSW●ARS Research we talk a lot about our non-conscious “autopilot” and the role it plays in influencing brand choice. Our autopilot is that 90%+ of cognitive capacity that operates below the level of consciousness, like keeping our car on track as we drive to work while our conscious self thinks about the day ahead. …
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4 KEY EMOTIONS that drive Employee Engagement
How to Engage Employees by Fostering Positive Emotions MSW●ARS Research recently conducted a study on behalf of Dale Carnegie Training’s® 100th Anniversary regarding employee engagement that helps to answer a question many businesses ask today: how to engage employees? Utilizing MSW●ARS’ Apostle™ research technique we found that emotions are some of the main drivers of…
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2014: A year for radical change in advertising formats?
1941 was a turning point in the history of marketing. On July 1 of that year, the world’s first paid television commercial aired. Costing the Bulova Watch Company $9 it was a pre-roll to a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. Simple in nature, just a graphic and a voice-over, the…
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Creating Effective Product Benefit Advertising: Series
Creating Effective Product Benefit Advertising Just as there isn’t only one way to skin a cat, there isn’t one way to create sales-effective advertising. The approach taken for a particular campaign is influenced by a variety of factors, including but not limited to the equity of the brand, the specific attributes of the category in…
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Creating Effective Product Benefits Advertising, Part 4: Presenters and Stagecraft in Supporting Role
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…
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Creating Effective Product Benefits Advertising, Part 3: Speaking in a Convincing Voice
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…
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Creating Effective Product Benefits Advertising, Part 2: The Product Plays the Role of Hero
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. For this reason we have put together a…
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Creating Effective Product Benefits Advertising, Part 1: The Product as Main Character
The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. We formally define this type of advertising as…
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