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Posts by Jennifer Phillips April

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Blog
The MBA-to-CPG career path: Opportunities, challenges and what to expect
August 28, 2025
The MBA-to-CPG (consumer packaged goods) path is well-worn for good reason. The CPG field offers structure, global scale and the chance to run household name brands early in your career. Yet, there ...
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Blog
How to pick the best consumer insights platform for your brand
August 20, 2025
Sixty-six percent of senior marketers feel concerned they’re falling behind in understanding their audience. The right consumer research insights platform can flip that worry. Test product concepts, ...
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Blog Advertising
Strong concepts win markets: How to validate product and campaign ideas before they go live
August 11, 2025
Product innovation is a high-stakes gamble unless you validate early and often. You don’t have the time or budget to bet on the wrong idea. TL;DR When every idea sounds promising internally, it’s ...
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Blog Advertising
How to confidently launch creative that performs: A practical playbook for modern brand teams
July 31, 2025
You wouldn’t build a house without a foundation. So why launch a campaign without testing the creative? Creative launches are high-stakes. Budgets are tight, timelines are tighter and mistakes are ...
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Blog
Get answers, not approvals: How modern teams use on-demand consumer insights to move faster
July 24, 2025
You’re not just fighting for consumer attention. You’re also competing against marketing teams already testing, learning and optimizing in real time. The fastest teams have a built-in iteration ...
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Blog Advertising
Human touch vs. algorithmic precision: Rethinking shopper marketing in a digital era
July 15, 2025
Shopper marketing once relied on shelf space and clever design. Now, algorithms play a major role. Design and visibility still matter. Yet, competitive brands add real-time data, predictive ...
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Blog Advertising
Why your ads get ignored—and how to fix that
June 27, 2025
You can develop the best brief for a targeted launch. You might even think your creative is on point, but still feel your stomach sink when the metrics flatline. People are seeing your ads, they’re ...
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Blog Advertising
How to measure ads’ real impact with a brand lift study
June 24, 2025
Every ad campaign has a goal. Reach more people, shift perception or drive action. But how do you know if it worked? That’s the purpose of a brand lift study. It’s science, not vibes. A brand lift ...
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Blog Innovation
From meh to must-have: How brands nail product optimization
June 13, 2025
In the boardroom, every product feels like a winner. Then (if you don’t do your research) it hits the shelf and you discover the truth. Food Navigator USA reports 80-85% of new CPG products fail ...
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More to explore

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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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