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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 Transformation
11 things you can do to be more customer centric
July 1, 2021
It’s not uncommon to see brands claiming to be customer centric, but what does that really mean? Sure, it sounds and looks nice on paper, but most of the time it’s just something organizations say ...
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Blog Innovation
Testing concepts: Why behavior change and uniqueness are key
December 8, 2020
When testing concepts for a new product, a lot rides on whether your innovation leaves a mark. With lofty goals like propelling brand growth, attracting new customers, and reducing competitive ...
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Blog Innovation
4 steps to clearer concept testing results
September 24, 2020
Launching a new product or revamping an existing one can be intimidating. There’s a lot of time, money, and risk involved in bringing something new to the table. So before you move forward, you want ...
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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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