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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 Insights
6 kickass market research podcasts you need to know about
January 26, 2023
Before launching the sixth season of our podcast, we thought we’d take a moment to share some other market research podcasts we like — so we created a list of captivating and kickass ones you don’t ...
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Blog Insights
8 market research blogs you need to read for 2023
December 21, 2022
Everyone wants to stay on top of their game and keep up to date with the latest trends and strategies in their industry. And what better time to start applying new learnings than when you’re kicking ...
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Blog Innovation
4 tips to help you reach innovation research master status
October 4, 2022
Launching a new product or product variant can be daunting. You never know if you've got a hit until it hits the market, and at that point there's a lot riding on its success. But if you test, learn ...
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Blog Insights
What makes the ultimate insights partner
September 20, 2022
What does it mean to be an ideal insights partner? The ultimate partner for serving as the voice of the consumer in an organization? During a recent Inside Insights podcast episode, co-hosts Patricia ...
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Blog Transformation
5 tips for setting up a knowledge management system
October 7, 2021
In today’s world, there’s no doubt that knowledge is power. Businesses are trying to capitalize on the knowledge they already have by standing up knowledge management systems (KMS) — with the ...
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Blog Innovation
4 killer elements to winning concept tests
September 16, 2021
When it comes to innovation, you always have to be one step ahead (especially in today’s world). If you work in the realm of product innovation and insights, “We need to think more disruptively” or ...
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Blog Insights
9 skills you need to become an insights legend
August 6, 2021
In the world of insights, things move pretty fast. As a researcher, you really want to spend your time digging into your data to get the most out of it – but the reality is, you’re often stuck ...
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Blog Advertising
Flop → blockbuster: The power of early ad concept testing
July 22, 2021
Christmas ads are undeniably a massive deal in the UK – similar to the hype of Super Bowl ads in the US. The department store John Lewis is credited with starting the tradition with its big budget, ...
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Blog Advertising
The recipe for legendary advertising
July 7, 2021
Previously heard on Inside Insights, this interview with PepsiCo marketing and insights leaders Fernando Kahane and Tim McEntaggart covers what creative excellence really means and how you can use ...
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The Connected Insights Imperative

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