Integrated Marketing Communications Research Continuum
MSW has developed a comprehensive, integrated system of market research solutions to enable you to make smarter decisions about the effectiveness of your integrated marketing commuications messages. At the heart of this Communications Research Continuum (circle r), are sales-validated marketing metrics tailored to your specific branding needs. This system empowers your decisions on every question, from initial brand strategy, screening and development through evaluation to modeling, tracking and beyond.
By employing consistent, proprietary marketing metrics throughout each market research solution, you can predict likely outcomes from one stage to the next. Each solution then integrates qualitative and quantitative marketing analysis to deliver fact-based insights supported by in-depth consultancy.
As a result, clients receive a complete view of consumer motivation, desires, behavior and reactions to each studied stimulus. Your brand team will know the potential actions that will lead to improved branding strategy performance.
STRATEGY
…“quali-quant” technique that identifies the unique, ownable attributes
and relevant target audience that drive brand equity and sales..
DEVELOPMENT
& SCREENING
…first-stage marketing strategy positioning screening and concept testing
system used to identify from many ideas those worthy of future development.
ASSESSMENT
…sales-validated copy testing research systems used to evaluate, diagnose
and predict integrated marketing communications effectiveness in the marketplace.
MODELING
…broad set of techniques that can be used to further understand the branding
elements.
TRACKING
…advanced branding strategy tracking research system comprised of two interdependent
modules: Brand Equity Monitor and Integrated Marketing Communications Monitor.