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Posts by Jennifer Phillips April

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 Advertising
How to build an advertising learning system
October 22, 2026
PopCorners was preparing its first Super Bowl ad when consumer research revealed a problem. Viewers associated the red pack on screen with Doritos. That finding led the team to switch to the blue ...
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Blog Advertising
How to use the Creative Effectiveness Ladder
October 9, 2026
Snickers turned online negativity into a cheaper chocolate promotion. Its Australian “Hungerithm” campaign tracked the mood of social posts and lowered the promotional price of Snickers as the ...
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Blog Insights
Where synthetic respondents fit into consumer research
October 6, 2026
When you have 50 early product ideas, you need a fast way to sort them. Whether it’s due to budget or time, you can’t test them all with consumers yet. But cutting the list too soon means a promising ...
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choosing chip bag ideas with AI
Blog AI
How to prioritize product ideas before consumer testing
September 21, 2026
When AI can help your team generate hundreds of product ideas in the same amount of time it took to produce a handful, all that possibility creates another problem. How do you prioritize all those ...
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Blog Brand
How to design a brand tracking study
September 9, 2026
Brand tracking is only useful when teams can trust what the data is telling them. But who you survey, which competitors you include, how you word questions and how often you collect data can all ...
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Blog Brand
How smart marketers use brand health data to grow revenue
August 24, 2026
Many brand tracking programs generate plenty of data but still struggle to answer the question that matters most: What should we do next based on this data? Brand health metrics are most useful when ...
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Blog
How connected data powers better consumer insights
August 12, 2026
Brands have more consumer data than ever, yet they still have questions. Marketers can see the number of consumers who clicked, engaged and bought. But even with more marketing analytics at their ...
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Blog
Why connected insights are the next evolution of research
August 5, 2026
Imagine your company has tested 500 ads and 200 product ideas, generating thousands of consumer responses over the past five years. Now imagine starting your next campaign as if none of that had ever ...
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Blog Advertising
The Super Bowl meets Valentine’s Day in 2027. Are brands ready?
July 28, 2026
In 2027, Valentine’s Day and the Super Bowl fall on the same day for the very first time. Will one of the biggest sports events in the world compete with one of the biggest gifting and dining ...
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More to explore

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The State of Creative Effectiveness: Social Video
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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