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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 Advertising
AdMiration feature: Pillsbury’s “Big Biscuits”
October 2, 2025
For this week’s AdMiration feature, we looked at consumer response to Pillsbury’s “Big Biscuits” ad, part of the brand’s latest campaign to announce that its biscuits, crescent rolls and cinnamon ...
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Blog
Introducing Level 4 of The Connected Insights Framework: The accelerated organization
October 1, 2025
Last year, Zappi introduced The Connected Insights Framework, which highlights many areas of focus where business leaders, particularly insights and marketing leaders, must partner in order to drive ...
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Blog Innovation
7 CPG & QSR brands that nailed their innovations
September 30, 2025
As exciting as it is, we all know it isn't easy to launch a new product. Even the biggest, most well-resourced brands get it wrong sometimes. A new product hits the shelves and just doesn’t move. ...
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Blog Innovation
How QSR brand analysts are keeping pace with consumers
September 29, 2025
Why QSR insights can’t wait until next quarter Quick service restaurants (QSRs) are moving at breakneck speed, and insights teams are often caught playing catch-up. Today’s consumers expect: Health ...
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Blog Innovation
How to de-risk your product launch at every stage of innovation
September 26, 2025
De-risking a product launch doesn’t mean playing it safe. It means making smarter bets, ones grounded in what consumers actually want and how they behave. But that requires more than just one round ...
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Blog Advertising
AdMiration feature: Tootsie Pop's “How Many Licks”
September 25, 2025
For this week’s AdMiration feature, we looked at consumer response to Tootsie Pop's “How Many Licks" ad, which introduces a refreshed version of the brand’s 1970s classic commercial. Read on to get ...
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Blog Advertising
The brand analysts guide to smarter creative testing
September 24, 2025
Brand analysts face growing pressure to deliver creative results fast As a brand research analyst, you’re in the hot seat. CPG marketers are pouring billions into digital channels with an expectation ...
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Blog Innovation
The hottest hot sauces in the US, ranked by consumers
September 23, 2025
Across tacos, eggs, pizza and everything else you can imagine, hot sauce finds its way onto tables across the country, fueled by a passionate community of fans who don’t just enjoy spice — they live ...
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Blog
6 reasons why CMOs need connected consumer insights
September 22, 2025
The role of the CMO has never been more complex. On one hand, you’re tasked with shaping brand strategy and inspiring breakthrough creative. On the other, you’re under constant pressure to prove ROI ...
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The Connected Insights Imperative

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