Tag: Video Blog
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| Video Blog | Introducing MSW’s AI Creative Effectiveness Score
AI alone can’t crack the emotional nuances of advertising. That’s why we trained one on our 50 years of experience. Introducing MSW Research’s Creative Effectiveness Score—a groundbreaking fusion of AI and human insights. While AI excels in recognizing visual elements, it falters when it comes to decoding emotional context. → That’s where human expertise steps…
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| 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…
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| Video Blog | Neurocognitive Composite Scores
The average commercial loses its audience in the first six seconds. 🕑 So, how do you captivate and maintain attention? Here are 7 neurocognitive composite factors to keep in mind: 1️⃣ Attention Check: Captures viewer interest from the start. 2️⃣ Brand Presence: Ensures brand visibility and impact. 3️⃣ Story Integration: Seamlessly weaves brand into 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…
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| Video Blog | Ad Wearout is Real
In advertising, understanding the dynamics of wear in and wear out is crucial. As media investment behind a brand asset increases, so does recognition and brand association. However, over time, preferences may decline—a phenomenon known as wear out. In a recent case study, we observed a doubling in brand recognition from initial exposure to 24%.…
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| Video Blog | APM (Ad Performance Monitor) Dashboard
In today’s hyper-competitive market, understanding the impact of your advertising is paramount. That’s where MSW Research’s Advertising Performance Monitor (APM) steps in. In the realm of advertising effectiveness, MSW’s Advertising Performance Monitor (APM) stands out with its comprehensive dashboard. This tool offers a holistic view of your ad campaigns, covering key metrics like Brand Lift,…
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| Video Blog | Pathway to Ad Effect Measurement
Effective ad measurement? It’s all about recognizing the right elements. At MSW Research, we’ve got a technique that fits any media type – TV, online video, radio, you name it. We assess recognition and likability, tapping into buzz and social mentions. But, it’s not just about visibility; we gauge brand linkage and message takeaway too.…
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Why Purchase Intent is an awful question and what you should use instead
Using purchase intent as a decision metric in advertising research? Terrible idea. Here’s why: 1️⃣ It’s not predictive of sales. MSW’s Brand Preference correlates to sales at 0.87, rising to 0.92 with price and availability factored in. 2️⃣ Purchase intent asks the wrong question. MSW’s brand preference forces consumers to make a choice, reflecting true…
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TouchPoint℠ – Creative Assessment
At MSW Research, we’re committed to elevating your brand’s creative impact. One of our flagship offerings, TouchPoint℠, stands out as the most predictive and validated solution available in the industry. Endorsed by Quirk’s Media, our TouchPoint℠ system has been rigorously validated against actual business results, setting the standard for advertising measurement. TouchPoint℠ provides invaluable insights…
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| Video Blog | MSW Sifter℠, early-stage message and value proposition test
The key to successful advertising lies in a strong value proposition. At MSW Research, we understand the critical role that a robust value proposition plays in shaping effective campaigns. Our MSW Sifter℠ methodology offers an early-stage message and value proposition test, allowing brands to identify the right foundation for their advertising endeavors. Through extensive research…