Preference is the bedrock of our operations at MSW Research.

It’s not just a concept, it’s the compass guiding our every move.

Backed by independent validation, Preference stands as the gold standard, revealing the nuances that distinguish brands across borders and through time.

But what exactly is Preference?

It’s more than a measure; it’s a revelation.

We delve deep into brand equity by asking respondents to select their preferred brand from a visual array of categories. Before any influencing questions come into play, we capture raw, unbiased preference.

Within this strategic setup, we embed the category of interest among others, ensuring impartiality. This meticulous approach yields remarkable results: a single metric that consistently elucidates 77% of market share dynamics across 120 categories and diverse brands.

Preference isn’t just a metric, it’s a game-changer.

It’s time to elevate your understanding of market dynamics with Preference.

Let’s uncover the insights that drive real growth. 📈

Every marketer and market research company operates with some internal model guiding their actions and inquiries.

But how explicit are these models? At MSW Research, we took the bold step to articulate our marketing model, drawing from over 60 years of experience.

Our Predictive Brand Growth Model serves as the cornerstone of our approach. It’s not just a theoretical construct; it’s woven into everything we do as a company.

This model isn’t just a set of principles; it’s a shared language, a roadmap embraced by our clients globally.

What does it offer? Clarity. Direction. Impact.

By adopting our model, our clients have experienced tangible growth: increased category size, elevated market share, and amplified volume or value. These successes aren’t limited by geography; they resonate worldwide.

Our model isn’t just about understanding marketing; it’s about driving growth.

It’s a testament to our commitment to empower our clients to thrive in today’s competitive landscape.

Let’s grow together with MSW Research’s Predictive Brand Growth Model. 🌱

The first step in designing a tracking study is to identify what your goal is and what you want to do with it.

Do you need a Brand Equity, Brand Health or Advertising Tracker?  Or some combination?

So let’s first define each…

Some researchers lump Brand Equity and Brand Health into the same bucket but they’re actually different.  Here’s how…

Brand Equity:

Brand Equity is a measure of the value of a brand.  That value is built on everything the brand goes to market with; name, logo, image, advertising, packaging, service, quality, price, performance, availability, etc.  In very practical terms, it is why a consumer will choose one brand over another, and why in some instances, even pay a price premium for that brand.

MSW’s CC Brand Preference™ measure is a proven, independently validated measure of brand value.

Brand Health:

Brand Health is how the brand got here and where can it go in the future.  Brand Health can be made up of many measures depending on the objectives; awareness, consideration, perceptions, our Brand Franchise Analysis (a segmentation technique that looks at Loyalty, Repertoire usage, Lapsed, Rejectors, Attracted, Indifferent, and Hostile), our RDE Analysis (which looks at Relevance, Differentiation and Emotion), etc.  Examining trends is also an important part of Brand Health.  All of this is what informs and creates the actionability of a well designed tracker.

And there’s also Advertising Tracking to consider:

Advertising Tracking measures the performance of a brand’s communications.  How well is it working to move consumers to consider, use, or use more of your brand.  And how to optimize messaging, media, and weight.

With these definitions in mind, the first step is to align this with your goals.

We can help.  At MSW we provide insights derived from proven, brand growth oriented KPI’s; innovative tracking analytics that empower you to grow your brand by demonstrating how to:

• Retain current customers,
• Acquire new customers, and
• Improve the return on your marketing investment.

Contact us to learn more.