Tag: Insight
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Growth Navigator
Most insights leaders don’t struggle with data. They struggle with direction. You can deliver rigorous tracking, sharp diagnostics, and statistically sound readouts. And then the meeting ends with the same question: “So what should we do next?” That’s where things often break down. Most brand and tracking systems are excellent at explaining what happened and…
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Why Translation Matters in Brand Research
Why Translation Matters in Brand Research If language shapes perception, why is it an afterthought in so many trackers? Multilingual markets can expose hidden flaws in your tracking because translating attributes across languages and cultures 𝘪𝘴 a challenge. Unfortunately, many brand trackers are designed 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 reflecting the 𝘵𝘳𝘶𝘦 market size and cultural characteristics of language.…
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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. 🍔 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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| Video Blog | Strategies for Customer Acquisition
When it comes to achieving success as a CMO, customer acquisition is the make-or-break factor. High turnover in this role often boils down to one thing: hitting or missing acquisition targets. The key to success lies in precision. While traditional methods like launch-and-learn approaches and historical data analysis have their merits, they fall short when…
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| Video Blog | Accelerating Speed to Market with MSW BrandEdge℠
Speed to market is critical like never before. Consumer insights teams, in particular, face the challenge of doing more with less, needing to prioritize projects swiftly to maximize time and resources. With limited resources, these professionals must measure and prioritize effectively, making informed decisions without relying solely on guesswork. However, agility is equally vital. Traditional…
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Dissecting Ad Effectiveness Using Our Scene-To-Scene Exercise
Have you ever struggled to understand why your ad is performing the way it is? Or better yet, which part of the ad is driving its result – and how you can duplicate (or avoid) it in future development efforts? If so, then we have the perfect solution, and it utilizes our validated CCPersuasion metric…
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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.…
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Why won’t TV advertising just die already?
The answer… Synergy – the compelling reason why television advertising is as relevant as ever. For the last two decades it has been fashionable to prognosticate the death of television advertising whether delivered by broadcast, cable, satellite, or stream. The general storyline has been that emerging digital channels will displace television advertising through a combination…
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Not All Communications Research Suppliers are Created Equal
In the world of commerce the assumption of equality between competing offerings can be a grave mistake. Certainly there are commodities – oil, gold, pork-bellies, etc. And even manufactured products can conform to rigorous technical specifications which can ensure comparability within reasonable parameters. Services, however, are generally another matter altogether. Typically services grow preference through…
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“It is always cheaper to do the job right the first time.”
This quote from businessman Philip Crosby has often served as the rallying cry for advocates of modern management practices. At its heart is a simple truth; it takes less time and effort to improve a process than it does to revise each unit created from that process. In fact, Crosby’s work showed that measurement systems…