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Posts by Kelsey Sullivan

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Blog
Reach optimization made simple: How to grow your brand the right way
February 13, 2025
Marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 advertisements each day. So what can brands do to get their ads seen, at scale? That’s where reach optimization ...
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Blog Advertising
10 Super Bowl LIX ads that won with consumers
February 10, 2025
This year's Super Bowl ad lineup was filled with flying facial hair, endless celebs, some feel-good nostalgia, and of course, lots of laughs. But which ones stood out from the rest? We used Zappi ...
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Blog
Women to watch in market research in 2025
January 28, 2025
The field of market research is ever-evolving, with new methodologies and insights shaping the way we understand consumers and markets. At the forefront of this are remarkable women who are not only ...
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Blog
Mastering data saturation: The key to reliable qualitative research
January 17, 2025
In the world of qualitative research, the question of “How much data is enough?” often arises. The answer lies in the concept of data saturation, a benchmark that indicates when additional data ...
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Blog
How to succeed in your new insights role
January 14, 2025
Starting a new role in consumer insights can be both exhilarating and overwhelming. The first few months are critical in establishing yourself, gaining trust and showing how your work can impact ...
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Blog Advertising
How to buy a Super Bowl ad (and what to buy on a budget)
January 9, 2025
The Super Bowl isn’t just a game; it’s the biggest stage for brands to tell their story. The 2024 edition of the “big game” was watched by more than 123 million people, making it the second ...
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Blog
Exploring market research technology: Types, tools and business impact
December 13, 2024
Understanding consumer behavior is essential for businesses to remain competitive. In 2024, 68% of consumers stated they prefer tailored products or services. That said, it’s no surprise that as of ...
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Blog Marketing
Unlocking the power of audience research: A comprehensive guide
December 5, 2024
Understanding your audience is the foundation of successful marketing campaigns, product development and consumer engagement strategies. According to a Nielsen report, nearly 84% of marketers feel ...
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Blog
How to successfully write a concept [+ AI concept writing tools]
December 3, 2024
Crafting effective concepts for testing ideas with consumers is a balancing act between creativity and precision. Whether you're developing a product, service or campaign, the way you present your ...
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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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