The Problems We Solve
We partner with our clients to meet challenges and solve problems. Here is a small sampling of categories where we have experience and how we've delivered for our clients.
Category
Nutritional Fiber Supplements
Situation/Challenge/Problem
Our client was the third choice in the market behind two very strong rival brands. The challenge was to identify a strategy by which to increase trial and market share.
How We Met the Challenge/Solved the Problem
Utilizing the MSW Predictive Brand Growth Framework™, we provided a full range of decision-support solutions from segmentation and strategy identification to marketing program execution both with HCPs and consumers. Our Brand Franchise Analysis™ administered within our tracking solution identified leverage points directing resource allocation and ongoing ROI measurement. Insights enabled the brand to move from third choice in market to #1. Brand trial and market share doubled.
Category
Pickup Trucks
Situation/Challenge/Problem
Our client’s pickup truck, which was one of the top 5 pickup trucks sold in America was steadily losing share to the number 1 pickup and an up and comer. The challenge was to validate prior research about new messaging prior to launch using system 1 techniques.
How We Met the Challenge/Solved the Problem
We used system 1 measures of EEG and GSR in moment-by-moment analysis within our messaging screening solution pre-launch.
"It was insightful because in many cases it validated what our approach already was in a very, very genuine way because people can't lie or can't say what they think you want them to say. It's the body's response“
- Vice President of Marketing
Category
QSR
Situation/Challenge/Problem
Our client had an extensive program of LTO’s and was concerned that the constant deals were eroding brand equity and training their customers to only seek deals. Despite this concern they had no intention of stopping the LTO strategy. Instead, they wanted guidance on which LTO’s were best at driving short-term sales and how to bring in a balance of long-term brand equity messaging.
How We Met the Challenge/Solved the Problem
We built a process for them using solutions within our Predictive Brand Growth Framework™, including, concept screening (for the short-term LTO’s), message screening (for the long-term brand equity messaging), creative development and evaluation (for communicating both), and modeling and forecasting (to optimize the balance) and the final predictor used is our Customer Acquisition Forecast™ - a forecast of the number of incremental customers (new, lapsed, and/or loyal that increase usage/purchase frequency). Result: effectively and efficiently drove short-term sales and built long-term brand equity both of which were proven out by in-market sales data and a continuous tracker that we had put in place for them.
Category
Tax Preparation
Situation/Challenge/Problem
Our client is the number 3 brand in the category. leading competitors outspend our client 5.5 to 1 during the four-month window for tax season.
How We Met the Challenge/Solved the Problem
MSW provided insights that helped measure, forecast and optimize advertising effectiveness, including message screening, guidance on creative development and media optimization. Our client overcame an 82% deficit in share of voice through effective creative that resulted in 35% growth in new users and a 6.6% increase in same-store sales.
Category
Retail Pet Supplies
Situation/Challenge/Problem
Our client needed to differentiate itself and establish a leadership position within a commodity category, and the challenge from Walmart and Amazon.
How We Met the Challenge/Solved the Problem
We conducted a brand landscape analysis to identify opportunities for store as social, meeting space for pet parents. Provided insights into ongoing communications to execute strategy. Plus, pinpoint one of their competitors as an acquisition target. Enabled strategic movement of our client into a unique, leadership position in the market.
Category
Cosmetics
Situation/Challenge/Problem
Our client, the world’s number 1 beauty company is constantly under attack from established competitors, specialty DTC brands and online retailers.
How We Met the Challenge/Solved the Problem
A 38-year partnership with this client has resulted in consistent, solid, #1 brand position and volume growth even during recessions. This particular client has us employ many of the solutions within our Predictive Brand Growth Framework™, including, message screening, creative development and evaluation, and modeling and forecasting.
Category
Pharmaceuticals
Situation/Challenge/Problem
Identify a strategy to disrupt this particular Rx category in the US, and then globally. To provide the target audience with an interesting alternative to what is currently available.
How We Met the Challenge/Solved the Problem
Provided a full range of decision-support solutions from segmentation and strategy identification to marketing program execution both with HCPs and consumers. Established the #1 position in industry profitability index within 3 years.
Category
Eye Care
Situation/Challenge/Problem
Our client desired a common platform to enable global management to evaluate the power of brands around the world.
How We Met the Challenge/Solved the Problem
We put in place a global tracking system supporting growth decisions for the world's largest manufacturer of ophthalmic lenses. Enabling decision for acquisitions, market expansion, audience targeting, and more. Ongoing projects in 26 countries: interviews with eye-care professionals and consumers to map entire decision journey.
