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Posts by Dava Stewart

Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog
Will your packaging perform on the shelf? How to test and optimize pack design before you launch
August 5, 2025
Brand and packaging are intricately connected. To start, here are some packaging and performance facts: It makes a one-second impression Competition is fierce Packaging influences perception Testing ...
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Blog
Stop chasing clicks: Smarter ways to measure campaign success
July 18, 2025
Measuring how effective a CPG or QSR digital campaign is requires a multi-layered framework that accounts for performance, engagement and brand metrics. Understanding the available advanced ...
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Blog Advertising
CPG’s $50B media war chest: Why digital testing is a must
June 23, 2025
Overview: How much do CPG brands spend on marketing? The consumer packaged goods industry (CPG) is an extremely competitive, fast-moving and endlessly innovative sector. On average these companies ...
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Blog Advertising
How to never waste an ad again (thanks to iterative research)
June 13, 2025
Iterative testing is a fundamental cornerstone in product management and involves continually improving a product or service as it is released, tested, consumer feedback is implemented, and released ...
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Blog Brand
Mascots that built empires: What iconic characters reveal about enduring brand strategy
June 4, 2025
Mascots give brands a way to communicate and connect with audiences. They’re far more than just playful characters — they’re memory shortcuts, emotional anchors and vessels of brand consistency. But ...
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Blog Advertising
Advertising inspiration from 10 of our favorite brands
May 21, 2025
Consumers are bombarded with advertising messages nearly every second. Experts refer to it as “marketing clutter.” Although it’s obvious that everyone is exposed to lots of advertising, researchers ...
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Blog
The untold playbook: How sentiment analysis is quietly redefining FMCG, QSR and telco strategy
May 8, 2025
Last week, we discussed how consumer sentiment analysis is a secret weapon for brands in consumer packaged goods, quick service restaurants and telecommunications. Furthering that topic, we are now ...
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Blog Insights
What top brands know about consumer sentiment (that you probably don’t)
April 25, 2025
Consumer sentiment analysis has emerged as a secret weapon for brands in fast moving industries like consumer packaged goods (CPG), quick service restaurants (QSR) and telecommunications (TelCo). ...
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Blog Advertising
Global ads, local wins: The strategy behind international success
April 18, 2025
One of the most famous English idioms is “it’s raining cats and dogs.” If you think about it literally, it makes no sense at all, but if English is the language you’ve spoken and heard your whole ...
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The Connected Insights Imperative

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