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. 📈