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Posts by Kelsey Sullivan

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
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 Insights
6 perspectives from insights leaders on making consumer insights matter
October 9, 2026
This year’s TMRE was held alongside Content Marketing World and LIONS in Denver, Colorado, where many insights leaders gave thought provoking talks surrounding new ways of working, AI, leadership and ...
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Blog AI
AI in insights: What we’re learning about the future of consumer understanding
October 9, 2026
We recently attended TMRE x Content Marketing World x LIONS in Denver, Colorado, where AI in insights was unsurprisingly a hot topic. After listening to several conversations within the TMRE track ...
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two people walking to tracker markers in hills
Blog Brand
Brand tracking software and how to choose the right platform
September 29, 2026
Your brand doesn't exist in a vacuum. There are many factors that can influence how people see your brand that can shift, from consumer perceptions to updates from competitors and more. The challenge ...
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Blog Brand
What is real-time brand monitoring and how does it work?
September 25, 2026
Your brand doesn't wait for the next reporting cycle to change. Campaigns launch. Competitors make moves. Products change. Consumer conversations evolve. And all of those things can influence how ...
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Blog Brand
What is brand trust and how do you build it?
September 23, 2026
Trust matters in almost every interaction consumers have with a brand. Will the product do what it promises? Is the price fair? Will the company handle a problem well? Can consumers believe what the ...
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zappi continuous brand tracking hero
Blog Brand
Continuous brand tracking vs. brand health snapshots
September 22, 2026
Brands need to know how consumers see them. Are people aware of the brand? Do they consider it? What do they associate with it? And are those perceptions changing? The challenge is that how and when ...
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zappi brand equity
Blog Brand
Brand equity: What it is, how to measure it and why it matters
September 22, 2026
Why do people choose one brand over another when the products are similar? Why will someone pay more for a brand they know and trust? And why can some brands launch something new and immediately have ...
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brand tracking with zappi
Blog Brand
What is brand tracking? How to measure and grow your brand
September 21, 2026
Brand performance is about more than clicks or campaign metrics. Those numbers tell you what happened. Brand tracking helps you understand why — from what’s happening with your brand in consumers’ ...
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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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