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Posts by Dava Stewart

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Blog Advertising
The power of testing: How ad copy insights drive better campaigns
August 22, 2025
Whether you’re with a startup trying to scale, or a brand that’s a household name worldwide, launching a new ad campaign is a gamble if you don’t do your research. One of the best ways to make ...
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Blog Advertising
Too many ideas, not enough time? How to rapidly screen innovation ideas using real consumer feedback
August 14, 2025
Reduce launch risk by pressure-testing product or marketing concepts with real people before committing big spend. Here, I take a closer look at: The big risk of poor alignment in concept and ...
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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
Brand tracking, but make it real-time: How modern teams monitor brand health without the lag
July 29, 2025
New brand messaging or rebrand ideas are always a bit of a risk, but early consumer feedback prevents over-investing in the wrong ones. The problem is that lagging indicators tell brands what has ...
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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 Marketing
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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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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