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Posts by Dava Stewart

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Blog
The future of consumer segmentation and audience strategy
March 18, 2026
“In today’s environment, static segments based on outdated behaviors or assumptions can do more harm than good.” [[- Leigh Admirand, American Marketing Association]] Some segmentation frameworks were ...
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Blog
The modern way to source insights across your organization
March 4, 2026
Market research methods have evolved and a research marketplace, or connected insights system, offers a host of benefits for the modern marketer and researcher. Quick hits: The way brands receive and ...
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Blog
How to do effective market research without a big budget
February 23, 2026
Small teams, start-ups, challenger brands and many other organizations often have limited marketing budgets, yet still need market research to better understand their customers’ wants, needs and ...
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Blog Advertising
Building smarter sports and entertainment marketing strategies
February 13, 2026
What’s the connection between the NFL and Beyoncé? Or soccer and Pokemón? Sports, music, film, gaming and even the fine arts are more connected than you might think. All of them fall under the broad ...
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Blog Innovation
Strategies that help challenger brands win the market
January 30, 2026
We all know about legacy brands, those household or instantly recognizable brand names we’ve practically grown up with. But what about challenger brands? Challenger brands are the new players on the ...
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Blog Advertising
College football advertising explained for modern marketers
January 20, 2026
Although the Super Bowl reigns as the most important sporting event in US advertising, college football is becoming increasingly attractive. In fact, college football advertising is second only to ...
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Blog Advertising
Why advertising postmortems make your next campaign better
January 9, 2026
Reviewing an advertising campaign when it closes can be nerve-wracking, but when backed with consumer insight from the start, careful planning and excellent leadership, a postmortem analysis is a ...
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Blog
The role of consumer research in better brand decisions
December 16, 2025
Modern tactics and technology in consumer research take the guesswork out of advertising and innovation, reducing risk and increasing confidence. Two society-wide factors are affecting how consumers ...
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Blog Advertising
Super Bowl ad KPIs every marketer should track
December 8, 2025
How do brands determine whether or not a $7 million 30-second advertisement delivers a return? People watch the Super Bowl almost as much for the ads as for the game, and with such a high entry point ...
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More to explore

State_of_creative_effectiveness_in_2025_Hero__1_-1
The State of Creative Effectiveness
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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