Tag: Consumer Behavior
-
UMICH Consumer Sentiment Index
Lower consumer sentiment isn’t the end of growth. But it is a signal to adapt. The University of Michigan’s November sentiment index came in at 50.3. That’s barely above where we stood in 2022, despite a year of recovery headlines. What does that mean for brands? It means consumers are preparing to spend less. And…
-
Troubled Skies – Why are budget airlines failing?
Troubled Skies – 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…
-
| Video Blog | Focused Brand Strategy: A Case Study
Ever wonder why consumers choose one brand over another? In 2023, MSW Research used our BrandEdge solution to look at consumer behavior for 4 popular fast-food chains. Our findings revealed that the leading reason for cross-brand usage for fast-food isn’t variety or price but something else entirely: Convenience and availability For example, among the 72%…
-
| Video Blog | Implicit Measurement: Capturing Certainty using Reaction Times
Unlocking the true essence of consumer behavior requires more than just words. Enter implicit measurement—a method that delves deep into the subconscious. At MSW Research, we combine traditional survey responses with reaction time analysis to reveal unspoken sentiments. Slower responses may signal hesitation to criticize, while quick ones reflect certainty. By harnessing implicit measurement, brands…
-
| Video Blog | The Role of Brand Relationships
In the intricate world of consumer decisions, brand relationships hold immense power. They shape how individuals engage with products and influence the dynamics of entire markets. With every new brand entry or product innovation, these relationships undergo significant shifts, impacting consumer behaviors in many ways. At their core, brand relationships are built on emotional connections.…
-
Millennials and Private Label – a Blossoming Problem for National Brands?
It has been well reported and documented that private label brands are surging in the US. Whether it is due to their optimal mix of great value and experience or other reasons, they have forced name brands to re-think strategies. It is also well-known that Millennials are contributing to this trend as they are prioritizing experience over attainment.…
-
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. …