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Posts by Kim Malcolm, Jack Millership & Katie Sweet

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
5 steps to better quality consumer insights data
April 27, 2023
The vast majority of innovations fail. At least half of advertising spend is wasted. We’ve all heard the stats and expert quotes on these topics, so we don’t need to repeat them here. Because at the ...
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Blog
Introducing the Zappi Quality Score: Helping the research industry fix data quality
March 30, 2023
The market research industry has a problem. Survey research remains an important tool that most companies use to understand their consumers. And these companies expect their survey data to always ...
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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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