At MSW Research, we leverage brand relationships in three distinct ways to uncover insights and drive strategic decisions.

Here is how:

1️⃣ Firstly, in category analysis, we delve deep into consumer-brand connections within the competitive landscape. By understanding why individuals choose one brand over another, we unravel the intricate dynamics of consumer preferences and behaviors.

2️⃣ Secondly, in our tracking studies, we continuously monitor brand performance and the evolution of brand relationships over time. By identifying the underlying factors driving these changes, we not only report on past trends but also pave the way for future marketing strategies. Each tracking study offers strategic insights, guiding brands toward their objectives and growth potential.

3️⃣ Lastly, in communications research, we recognize that brand messages resonate differently across diverse audiences and platforms. Whether through advertisements, social media, or billboards, understanding these nuances is paramount to effective communication strategies.

Through these three research avenues, we unlock valuable insights that inform brand strategies, foster growth, and drive meaningful connections with consumers.

Uncover the power of brand relationships for strategic success.

In the intricate world of consumer decisions, brand relationships hold immense power.

They shape how individuals engage with products and influence the dynamics of entire markets.

With every new brand entry or product innovation, these relationships undergo significant shifts, impacting consumer behaviors in many ways.

At their core, brand relationships are built on emotional connections.

Brands that earn trust and loyalty enjoy a distinct advantage, as loyal customers remain steadfast in their support, driving repeat purchases and long-term value.

Despite the allure of short-term promotions, brands must prioritize long-term strategies.

While promotions can boost sales momentarily, sustained brand-building efforts yield enduring results. We advocate for allocating a substantial portion of marketing resources—60%, to be exact—to building lasting brand equity.

In the quest for brand success, nurturing meaningful relationships isn’t just wise—it’s essential.

By understanding consumer behaviors and fostering emotional connections, brands can secure their place in the hearts and minds of consumers.

Cultivate strong brand connections for lasting impact and growth.

In marketing, relationships come in two forms: attitudinal and behavioral.

As a consumer insights company, our focus lies in understanding what drives consumer thoughts, knowing that thoughts shape actions.

We start with 100% of consumers in the market—are they aware of the brand? Have they tried it? Are they still using it? Or have they moved on?

Lapsed users and rejectors represent different ends of the spectrum, with rejectors denouncing the brand due to negative experiences, often vocalized on social media platforms.

For those who haven’t tried the brand, barriers like price or perceived risk may hinder a trial purchase. Some outright reject the brand, while others remain indifferent, seeing it as irrelevant to their needs.

Within the realm of users, we identify repertoire users who dabble in various brands, and loyalists, steadfast in their brand preference.

Our analysis delves into key ratios: trial among the aware, retention among triers, and loyalty among current users. These dynamics offer insights into brand performance, shedding light on areas for improvement and growth.

Understanding brand relationships isn’t just about consumer connections, it’s about decoding consumer behavior and driving brand success.

Let’s decode consumer connections to drive brand excellence and growth.