The State of Creative Effectiveness: Social Video 🎥

GET THE REPORT

Why partner with us

Better research

Intuitive platform

Impactful insights teams

Get deeper

Quality responses

Customer success stories

Let's chat

Talk to us
How we can help

Advertising

Innovation

Brand tracking

Professional services

Advertising research capabilities

TV ads

Storyboards

Early campaign ideas

Digital ads

Innovation Research Capabilities

Idea screening

Concept testing

Pack research

Pricing research

AI Concept Creation Agents

Customer Success McDonald's Iterative innovation research with McDonald's

Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

Read Now
Zappi helps...

CPG

QSR & Dining

Finance

Telecommunications
Get inspired

Research & resources

By content type

Customer stories

Podcast

Blog

News

Webinar

Go deep

Knowledge Base

Get Started

Talk to us
Pricing

LET'S TALK

Why partner with us

Better research

Intuitive platform

Impactful insights teams

Get deeper

Quality responses

Customer success stories

Let's chat

Talk to us
How we can help

Advertising

Innovation

Brand tracking

Professional services

Advertising research capabilities

TV ads

Storyboards

Early campaign ideas

Digital ads

Innovation Research Capabilities

Idea screening

Concept testing

Pack research

Pricing research

AI Concept Creation Agents

Customer Success McDonald's Iterative innovation research with McDonald's

Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

Read Now
Zappi helps...

CPG

QSR & Dining

Finance

Telecommunications
Get inspired

Research & resources

By content type

Customer stories

Podcast

Blog

News

Webinar

Go deep

Knowledge Base

Get Started

Talk to us
Pricing

LET'S TALK

Posts by Jack Millership

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 ...

Read story

Blog

Introducing Curated Norms: A new standard for measuring ad effectiveness

August 20, 2025

Some campaigns just don’t land like they used to. “Whassup?” from Budweiser was once a cultural phenomenon. It let everybody in on an inside joke while underscoring the value of its product, without ...

Read story

Blog

How automation has impacted quantitative research

March 24, 2022

The days of time-consuming and high-cost quantitative research are long over. Today, we have the ability to run tests at high-volumes using automated platforms to collect the data brands need to make ...

Read story

More to explore

The State of Creative Effectiveness: Social Video

CPG Mega-Trends: 2026 edition

The Connected Insights Imperative

Posts by Jack Millership

Get our free newsletter

More to explore

Get smart stuff in your inbox