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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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Blog Advertising
AdMiration feature: Coca-Cola’s “Bubbling Up” & “Uncanned Emotions”
June 4, 2026
For this week's AdMiration feature, we looked at consumer response to two ads from Coca-Cola's FIFA World Cup 2026 campaign — "Bubbling Up" and "Uncanned Emotions," the first two films in a ...
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Blog Innovation
World Cup packaging goes collectible in 2026
June 3, 2026
Player-designed sneakers, limited-edition jerseys, game-day beer: once all that mattered to soccer fans during the World Cup was what was inside the box. No longer purely functional, packaging has ...
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Blog Advertising
AdMiration feature: Michelob ULTRA’s “The Superior Match”
May 28, 2026
For this week’s AdMiration feature, we looked at consumer response to Michelob ULTRA’s “The Superior Match” ad, released ahead of this year’s FIFA World Cup, which promotes the brand as the official ...
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Blog Innovation
How to use portfolio analysis to prioritize your product mix
May 27, 2026
Quarterly reporting can hide portfolio problems surprisingly well. A mature product may still generate reliable revenue even as consumer momentum shifts elsewhere and newer categories struggle to ...
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Blog
How adaptive survey design improves data quality
May 27, 2026
Traditional surveys are static. Questions are pre-written and pre-set by researchers with zero customization to respondents. Long, pre-set surveys often lead to respondent fatigue with up to 30% of ...
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Blog Innovation
The pregame is back: 6 insights for brands navigating the new night out
May 26, 2026
Pregaming. A lively college dorm, tables adorned with red solo cups, people gathered around with a deck of cards, upbeat music playing in the background — this is typically what comes to mind for ...
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Blog Innovation
How 8 leading alcohol brands are activating around the 2026 FIFA World Cup
May 26, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month, we take a closer look at how eight beer ...
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Blog Advertising
AdMiration feature: Stella Artois’ “Celebration ft. David Beckham”
May 21, 2026
For this week's AdMiration feature, we looked at consumer response to Stella Artois' "Celebration ft. David Beckham”, the brand's hero TV spot for the FIFA World Cup 2026. Read on to get our 3-2-1 ...
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Blog Innovation
Concept testing vs usability testing: What’s the difference?
May 18, 2026
Most new products fail. Take McKinsey, which puts the failure rate at 75% for consumer goods, while Harvard’s Clayton Christensen puts the number at 95%. One way things go wrong is teams often test ...
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