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Posts by Jennifer Phillips April

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Blog
How the fastest-growing retail brands are winning in 2025
November 25, 2025
Retail is in an acceleration cycle, and most brands aren’t keeping up. Consumer behavior is changing faster than annual plans, category norms or outdated playbooks can handle. Yet a small group of ...
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Blog
What is a descriptive study? Definition, design and examples
November 18, 2025
Every good research study starts with clarity. Once you know what is happening, then you can begin to understand why it’s happening. Descriptive studies deliver that clarity. Think of them as the ...
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Blog
How CMOs protect and grow brand equity with predictive clarity
November 4, 2025
CMOs don’t just need more data — they need faster clarity. Margins are thin, loyalty is fragile and retail decisions move faster than you can build a report. But most brand tracking still runs on a ...
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Blog
Retail analysts know every week counts: How to spot brand loyalty shifts early
October 24, 2025
Retail analysts need real-time visibility into brand perception. You don’t have the luxury of waiting months for insights. Every week you wait, another signal slips past. Can you detect loyalty drops ...
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Blog Innovation
Why finance analysts win with faster, more predictive insights: Zappi innovation
October 14, 2025
Most analysts think rigor takes time. But what if that belief is slowing them down? In today’s market, speed is the new rigor because it’s the market that moves even faster. According to Gartner, ...
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Blog Innovation
How retail analysts can turn scattered data into smart decisions
October 8, 2025
According to Deloitte’s Retail Industry Outlook 2025, the retail sector is shifting from mass to micro. It’s moving away from a broad, supply-driven approach and toward data-driven experiences. But ...
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Blog Innovation
Why more data won’t save you: The CMO’s guide to smarter innovation
September 19, 2025
The biggest lie retail CMOs believe: more data equals better decisions. Yes, you have plenty of loyalty points, point-of-sale records and app analytics. But more data doesn’t guarantee insight or ...
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Blog
How brand research analysts can turn fragmented retail media into actionable insights for CMOs
September 15, 2025
Analysts face a difficult challenge because every retail media network (RMN) speaks a different language. Amazon, Walmart, Target, social and CTV all report performance differently, which leaves you ...
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Blog Advertising
How CMOs can turn retail media spend into predictable, incremental growth with 60% more accuracy
September 5, 2025
For CMOs, ballooning media spend budgets raise four urgent questions: How can you prove ROI? Are you able to react fast to change? Are you able to stay consistent while personalizing? Can you scale ...
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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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