Tag: Emotional
-
The Brand Advantage
CMOs donโt need more data. They need a system that shows what to do next. ๐ ๐ฆ๐ช ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐ฑ๐๐ฎ๐ป๐๐ฎ๐ด๐ฒ centers on Preference, the share of consumer desire in a category, and connects that measure to current and future market share, revenue, ๐ข๐ฏ๐ฅ enterprise value. It models the drivers of Preference (๐๐ฆ๐ญ๐ฆ๐ท๐ข๐ฏ๐ค๐ฆ, ๐๐ช๐ง๐ง๐ฆ๐ณ๐ฆ๐ฏ๐ต๐ช๐ข๐ต๐ช๐ฐ๐ฏ, ๐๐ฎ๐ฐ๐ต๐ช๐ฐ๐ฏ๐ข๐ญ ๐๐ฅ๐ท๐ฐ๐ค๐ข๐ค๐บ), quantifies perceptual…
-
Drivers of Brand Preference: The RDE Framework
If you want to grow brand preference, you need to know what moves it. There are three forces that reliably drive Brand Preference: โก๏ธ ๐ฅ๐ฒ๐น๐ฒ๐๐ฎ๐ป๐ฐ๐ฒ: How well your brand fits the consumerโs needs, occasions, and emotions at the moment of choice โก๏ธ ๐๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐๐ถ๐ฎ๐๐ถ๐ผ๐ป: Meaningful distinctiveness that sets your brand apart โก๏ธ ๐๐บ๐ผ๐๐ถ๐ผ๐ป๐ฎ๐น ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐ฐ๐: A sense…
-
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…
-
๐ฅ ๐ก๐ผ๐ ๐๐น๐น ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐๐ฒ๐ ๐๐ฟ๐ฒ ๐๐ฟ๐ฒ๐ฎ๐๐ฒ๐ฑ ๐๐พ๐๐ฎ๐น
Last time, we broke down the three key drivers of Brand Preference: Relevance, Difference, and Advocacy. But hereโs the twistโ๐ป๐ผ๐ ๐ฎ๐น๐น ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐ฐ๐ ๐ถ๐ ๐ฒ๐พ๐๐ฎ๐น. Some consumers only recommend your brand if asked. Othersโtrue Apostlesโpromote your brand unprompted because theyโre emotionally invested. Thatโs the โEโ in ๐ฅ๐๐โ๐๐บ๐ผ๐๐ถ๐ผ๐ป๐ฎ๐น ๐๐ผ๐ป๐ป๐ฒ๐ฐ๐๐ถ๐ผ๐ป. We measure it through ๐ฟ๐ฒ๐๐ฝ๐ผ๐ป๐๐ฒ ๐๐ถ๐บ๐ฒ, a proven…
-
Is Your Creative Testing Too Slow? Hereโs a Game-Changer!
If youโre still relying on traditional ad testing methods alone, youโre likely wasting valuable time and resources. Hereโs why: traditional testing is slow, expensive, and while still appropriate in some situations itโs not the answer anymore for the vast majority of assets you create. Thatโs where MSWโs Creative Gauge AIโข steps in, revolutionizing how we…
-
| 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: ๐ Emotional…
-
| Video Blog | Why MSW’s Creative Effectiveness Score Is Different
In todayโs 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. Hereโs why: 1๏ธโฃ : Our score is designed to drive more sales, volume, and market share, delivering a higher ROI from your marketing budget. 2๏ธโฃ – : 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 thinkโwell FAST. Consumers perceived McDonalds and Burger King to be very similar with โConvenient,โ ‘Affordableโ and โOffering options friends and family enjoy.โ BurgerKing always trails in their head-to-head competition with McDonalds on these dimensions. Rising prices are challenging the…
-
| Video Blog | Neurocognitive โ 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 peopleโs brain activity, vision, and skin. Here’s a glimpse into our methodology: ๐ Motivation: We assess the desire to approach or avoid material. ๐ง Efficiency: We assess cognitive workload to ensure that your…
-
MSWโs AI Creative Effectiveness Scoreโ – A NEW AI Tool From MSW
MSWโs Creative Effectiveness Scoreโ 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…