The State of Creative Effectiveness: Social Video 🎥

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Why partner with us

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Get deeper

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Let's chat

Talk to us
How we can help

Advertising

Innovation

Brand tracking

Professional services

Advertising research capabilities

TV ads

Storyboards

Early campaign ideas

Digital ads

Innovation Research Capabilities

Idea screening

Concept testing

Pack research

Pricing research

AI Concept Creation Agents

Customer Success McDonald's Iterative innovation research with McDonald's

Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.

Read Now
Zappi helps...

CPG

QSR & Dining

Finance

Telecommunications
Get inspired

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News

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Posts by Lucy Robbins

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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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4 types of bad verbatim responses: Why they 'Shall Not Pass' at Zappi

June 25, 2020

Data is the essence of good market research. The quality of that data is the foundation of trust that you and your business make decisions on. But the quality of online data has always been the ...

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