Tag: Brand Preference
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๐ฏ The 3 Drivers of Brand Choice – Revealed
Why do consumers prefer one brand over another? We ran a landmark study across 12 categories and over 30,000 evaluations to find out. The answer? Three core perceptions that consistently explain Brand Preference: โข ๐ฅ๐ฒ๐น๐ฒ๐๐ฎ๐ป๐ฐ๐ฒ โ โThis brand is for someone like me.โ โข ๐๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ฐ๐ฒ โ โThis brand stands out.โ โข ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐ฐ๐ โ โIโd recommend…
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Troubled Skies: The Growth of Southwest
Good morning, LinkedIn! Today, July 25th, marks the end of an era in the airline industry. The low-cost business model pioneered by Southwest Airlines since 1971, is coming to an end. โ Reflecting on our report from a year ago, we observed Southwest’s resilience as preference grew, even after a major system failure that stranded…
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| Chart of The Week | Bud Light – Troubles Continue
In April of 2023, Bud Light beer ran a social media promotion featuring transgender personality Dylan Mulvaney. The video promoting Bud Light appeared on Mulvaneyโs Instagram account and set in motion a boycott of the brand in the U.S. by conservatives, famously promoted by Kid Rock sharing a video of himself shooting up cases of…
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| Video Blog | How MSW’s Creative Effectiveness Score Works
Creating impactful ads is crucial for brand growth. At MSW Research, our Brand Preference Measure has been the gold standard for over 50 years, accurately predicting sales outcomes. Weโve identified 150 creative content elements that influence Brand Preference and sales. Our AI tool identifies these elements in four key dimensions: emotional connection, rational appeal, brand…
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Troubled Skies โ Why are budget airlines failing?
Troubled Skies โ Why are budget airlines failing? By now everyone reading this will be aware of the major announcement that Southwest made on Thursday 7/25. The original version of this paper was written on Friday June 19th, nearly a week before Southwest announced changes to its 53-year-old business model. Airlines are always in the…
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| Video Blog | Auto Insurance – Who Cares?
Cutting back on advertising is a surefire way to lose market share in the auto insurance industry. People only think of auto insurance in two situations: โ After an accident claim is poorly handled โ When they receive a significantly higher bill for the next 6-month period In both cases, drivers start looking for alternative…
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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. ๐ 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 | Is Red Lobster Cooked? Yes, but thereโs more to the story.
The MSW TBSM tracking service measures brand preference as one component of the survey. We collected Brand Preference data for the Casual Dining Restaurant category in both 2019 and 2023. Included in this competitive set is Red Lobster, which recently declared bankruptcy. This weekโs MSW Research Chart of the Week looks at both Brand Preference…
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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: 1๏ธโฃ 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. 2๏ธโฃ Purchase intent asks the wrong question. MSW’s brand preference forces consumers to make a choice, reflecting true…