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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 Innovation
Shaken, stirred or canned? Why consumers are gravitating towards RTD cocktails
June 17, 2025
Ready-to-drink (RTD) alcoholic beverages have taken off in the last few years. From canned cocktails to spiked seltzers, these pre-mixed drinks appeal to consumers seeking convenience, portability ...
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Blog
When prices rise: How tariffs are influencing buyer behavior
June 17, 2025
As the U.S. imposes new tariffs on imported goods, concerns among Americans continue to grow. To understand how they’re feeling about these price increases, we surveyed 1,000 U.S. consumers across ...
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Blog Advertising
Consumers’ attitudes on advertising in 2025
June 13, 2025
Advertising plays a critical role in driving sales and building and maintaining a brand identity. But consumers are exposed to an increasingly growing number of ads each day, so standing out in this ...
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Blog Advertising
How to never waste an ad again (thanks to iterative research)
June 13, 2025
Iterative testing is a fundamental cornerstone in product management and involves continually improving a product or service as it is released, tested, consumer feedback is implemented, and released ...
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Blog Innovation
From meh to must-have: How brands nail product optimization
June 13, 2025
In the boardroom, every product feels like a winner. Then (if you don’t do your research) it hits the shelf and you discover the truth. Food Navigator USA reports 80-85% of new CPG products fail ...
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Blog Advertising
AdMiration feature: Discover’s “Vintage”
June 12, 2025
For this week’s AdMiration feature, we looked at consumer response to Discover’s “Vintage” ad, which is part of their national brand campaign “Especially for Everyone” featuring award-winning actress ...
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Blog Advertising
How consumers feel about the use of AI in advertising
June 11, 2025
As part of the advertising industry, we likely all have our own opinions about the use of AI. But do audiences care about brands using AI to produce creative? As part of our research into the state ...
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milk wars
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 Innovation
Innovation spotlight: Clawtails by White Claw
June 10, 2025
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 researched Clawtails, White Claw’s ...
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