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Posts by Kirsten Lamb

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Blog
From bottleneck to breakthrough: How to scale consumer insights across teams without losing control
July 31, 2025
TL;DR: Organizations struggle to scale consumer insights effectively across departments, leading to duplicate research, poor data quality, fragmented knowledge and wasted spend. This piece explores ...
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Blog Innovation
Test before you build: How agile innovation teams validate product ideas without slowing down
July 25, 2025
You never had time to guess, but you did anyway. Now you don’t have to. Most new products fail not because they’re bad, but because they were never tested. According to Clayton Christensen, a ...
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Blog Advertising
Why in-store video ads are beating social media
July 16, 2025
“I generally believe the majority of brand choice is made in a retail environment. I think less brand choice is made sitting on a couch or even driving in a car on the way to a retail establishment." ...
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Blog Innovation
CPG disruption playbook: Insights from emerging brands
June 27, 2025
The CPG market is currently valued at approximately $2.3 trillion with a compound annual growth rate (CAGR) exceeding 4%. It's predicted to reach $2.8 to $3.4 trillion by 2030-2034. Around 30,000 new ...
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Blog Advertising
Why your 2025 campaign isn’t going viral (yet)
June 20, 2025
Every brand wants to go viral. Low ad spend, maximum reach and potential cult status. In the past, going viral happened almost at random — brands would just get lucky. But with AI and predictive ...
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Blog Advertising
The milk wars: Big dairy vs plant-based milk campaigns — who’s winning the ad game?
June 10, 2025
“Got Milk?” “It’s like milk — but made for humans.” “Only real milk is real.” Since the late 1990s big dairy and plant-based milk brands like Silk, Oatly and Kiki have battled it out to claim the ...
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Blog Insights
Consumer insights are changing fast—here’s how to stay ahead
May 30, 2025
What do consumer insights look like in 2025 and beyond for CPG and QSR brands? The convergence of technology, behavioral science and artificial intelligence (AI) is rapidly reshaping consumer ...
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Blog Advertising
Real examples and research-backed practices for eco-friendly advertising
May 22, 2025
Sustainability isn’t just product's problem — it’s also advertisers’. And the impact of advertising on the planet is often massively underestimated. Right now, the ad industry contributes over ...
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Blog Advertising
AI ethics: The advertiser’s guide to using AI
May 9, 2025
In 2025, 78% of people surveyed say their organizations use AI in at least one business function. Currently, the AI market reached $244 billion. Experts predict it will grow beyond $800 million by ...
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More to explore

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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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