Tag: Emotional
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Auto Insurance CES
Background The MSW Creative GaugeTM AI service evaluates the sales potential of advertisements of different formats based on the content profile of the ad itself. Results are typically available within minutes, making this low-cost tool ideal for applications such as competitive testing, concept screening, early-stage evaluation and landscape analysis. Automobile insurance is a fiercely competitive…
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𝗡𝗼𝘁 𝗔𝗹𝗹 𝗔𝗱𝘃𝗼𝗰𝗮𝘁𝗲𝘀 𝗔𝗿𝗲 𝗖𝗿𝗲𝗮𝘁𝗲𝗱 𝗘𝗾𝘂𝗮𝗹Last time, we broke down the three key drivers of Brand Preference: Relevance, Difference, and Advocacy. But here’s the twist—𝗻𝗼𝘁 𝗮𝗹𝗹 𝗔𝗱𝘃𝗼𝗰𝗮𝗰𝘆 𝗶𝘀 𝗲𝗾𝘂𝗮𝗹. Some consumers only recommend your brand if asked. Others—true Apostles—promote your brand unprompted because they’re emotionally invested. That’s the “E” in 𝗥𝗗𝗘—𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻. We measure it through 𝗿𝗲𝘀𝗽𝗼𝗻𝘀𝗲 𝘁𝗶𝗺𝗲, a proven…
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Is Your Creative Testing Too Slow? Here’s a Game-Changer!
If you’re still relying on traditional ad testing methods alone, you’re likely wasting valuable time and resources. Here’s why: traditional testing is slow, expensive, and while still appropriate in some situations it’s not the answer anymore for the vast majority of assets you create. That’s where MSW’s Creative Gauge AI™ steps in, revolutionizing how we…
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| Video Blog | Frame by Frame Creative Testing
Ever wondered what makes an ad truly effective? At MSW Research, we’ve cracked the code. Our AI Creative Effectiveness Score provides you with comprehensive deliverables designed to enhance your advertising efforts. Our AI, trained on 50+ years of data, identifies 150 creative content elements to give you individual scores on four key dimensions:
Emotional… -
| Video Blog | Why MSW’s Creative Effectiveness Score Is Different
In today’s competitive market, data-driven insights make all the difference. At MSW Research, our AI Creative Effectiveness Score is a game-changer in the advertising research industry. Here’s why:
: Our score is designed to drive more sales, volume, and market share, delivering a higher ROI from your marketing budget. 
– : We’ve trained… -
| Video Blog | Focused Brand Strategy: Penetration Drivers
In 2023, the fast-food industry faced a significant challenge with rising prices. Fast-food chains had to think—well FAST. Consumers perceived McDonalds and Burger King to be very similar with ‘Convenient,’ ‘Affordable’ and ‘Offering options friends and family enjoy.’ BurgerKing always trails in their head-to-head competition with McDonalds on these dimensions. Rising prices are challenging the…
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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… -
MSW’s AI Creative Effectiveness Score℠ – A NEW AI Tool From MSW
MSW’s Creative Effectiveness Score℠ Harnessing the power of Artificial Intelligence, trained on 50+ years of advertising research, to enable faster, more predictive decision making. With the use of Artificial Intelligence, blended with human insights, the MSW Creative Effectiveness Score is the most predictive AI based creative measurement in the industry. It is faster and predicts…