Tag: Video Blog
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Unlimited Creative Testing – Empowers and Informs at Scale
Testing shouldn’t be a final checkpoint. It should shape the work while it’s being built. Too often, creative testing shows up late. After ideas are locked. After budgets are committed. After teams have already moved on. At that point, testing can only validate decisions. It can’t improve them. That’s the shift we’re focused on with…
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Benefits of Working with a Boutique Research Firm
When you’re done paying for overhead and silos, here’s what boutique 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 delivers. ✔️ 𝗗𝗶𝗿𝗲𝗰𝘁 𝗦𝗲𝗻𝗶𝗼𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 – You work with the decision-makers, not a rotation of juniors. ✔️ 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆-𝗖𝗮𝗹𝗶𝗯𝗿𝗮𝘁𝗲𝗱 𝗖𝗮𝗱𝗲𝗻𝗰𝗲 – Research frequency is aligned to consumer buying cycles and marketing decision points, helping you avoid unnecessary cost 𝘢𝘯𝘥 noise. ✔️ 𝗔𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝗣𝗿𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻𝘀 –…
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Why Translation Matters in Brand Research
Multilingual markets can expose hidden flaws in your tracking. Are 𝘺𝘰𝘶 checking for them? We’ve taken over brand trackers from some of the biggest research firms in the world, and what we’ve found 𝘪𝘴𝘯’𝘵 pretty. One client ran a multilingual tracker for three years without realizing their response scale was reversed in one of the…
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What is AIDA?
Your brand funnel probably skips the 𝗺𝗼𝘀𝘁 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 part. Too many brand trackers are built around outdated models like 𝗔𝗜𝗗𝗔, which stands for awareness, interest, desire, and action. 𝗔𝗜𝗗𝗔 may have helped sell encyclopedias in the 1800s, but it doesn’t reflect how consumers 𝗯𝘂𝘆, 𝗲𝘃𝗮𝗹𝘂𝗮𝘁𝗲, and 𝗲𝗻𝗴𝗮𝗴𝗲 with brands today. 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗶𝘀𝗻’𝘁 𝘁𝗵𝗲 𝗳𝗶𝗻𝗶𝘀𝗵 𝗹𝗶𝗻𝗲.…
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Description vs. Prescription in Brand Tracking
If your brand tracker 𝘰𝘯𝘭𝘺 reports the past, it’s time to upgrade. Most tracking systems stop at diagnostics. They tell you where the brand is now, where it’s been, and why. 𝘏𝘦𝘭𝘱𝘧𝘶𝘭, 𝘣𝘶𝘵 𝘯𝘰𝘵 𝘦𝘯𝘰𝘶𝘨𝘩. 𝗔𝘁 𝗠𝗦𝗪, 𝘄𝗲 𝗺𝗼𝘃𝗲 𝗯𝗲𝘆𝗼𝗻𝗱 𝗱𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻. Our Brand Health Tracker is designed to predict what’s likely to happen next and…
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The Next Evolution of Brand Health Tracking
The next evolution of brand health tracking is to move tracking from simply monitoring 𝘸𝘩𝘢𝘵 𝘪𝘴 𝘩𝘢𝘱𝘱𝘦𝘯𝘪𝘯𝘨 to 𝗽𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝗻𝗴 𝘸𝘩𝘢𝘵 𝘸𝘪𝘭𝘭 𝘩𝘢𝘱𝘱𝘦𝘯. To do that, it also means eliminating the siloed approach to separate studies for brand valuation and brand health. 𝗧𝗵𝗲 𝗻𝗲𝘅𝘁 𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱 𝗵𝗲𝗮𝗹𝘁𝗵 𝘁𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗺𝘂𝘀𝘁: ➡️ Integrate valuation and health to…
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The Direct Link Between Brand Health & Brand Value
The Direct Link between Brand Health & Brand Value Brand health isn’t 𝘫𝘶𝘴𝘵 a marketing KPI. 𝗜𝘁’𝘀 𝗮 𝗳𝗼𝗿𝘄𝗮𝗿𝗱-𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱 𝘃𝗮𝗹𝘂𝗲. At MSW, we treat brand health as more than perception. It’s a signal of what’s next. We capture the full picture by measuring both what people 𝘵𝘩𝘪𝘯𝘬 and what they 𝘥𝘰. That…
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Why the Market is Changing
For decades, marketers have relied on the global research giants to track the health of their brands. They offered global infrastructure and promised comparability between markets; they provided the credibility that reassured multinational corporations. However, they had blind spots that have grown more costly over time. 𝗙𝗶𝗿𝘀𝘁, they were largely descriptive and backward‑looking, telling teams…
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What Brand Leaders Actually Need
𝗗𝗮𝘀𝗵𝗯𝗼𝗮𝗿𝗱𝘀 𝗮𝗿𝗲𝗻’𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. Leadership teams want fewer dashboards and 𝗺𝗼𝗿𝗲 𝗴𝘂𝗶𝗱𝗮𝗻𝗰𝗲. The standard they apply to every investment decision should also apply to brand: 📊 Clarity on which levers move performance 📈 A line of sight from those levers to market share and revenue 📆 A practical cadence matched to real buying cycles They need…
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The Brand Advantage
CMOs don’t need more data. They need a system that shows what to do next. 𝗠𝗦𝗪 𝗕𝗿𝗮𝗻𝗱 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 centers on Preference, the share of consumer desire in a category, and connects that measure to current and future market share, revenue, 𝘢𝘯𝘥 enterprise value. It models the drivers of Preference (𝘙𝘦𝘭𝘦𝘷𝘢𝘯𝘤𝘦, 𝘋𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵𝘪𝘢𝘵𝘪𝘰𝘯, 𝘌𝘮𝘰𝘵𝘪𝘰𝘯𝘢𝘭 𝘈𝘥𝘷𝘰𝘤𝘢𝘤𝘺), quantifies perceptual…